The future of Collingwood’s partnership with sporting apparel giant Nike rests heavily on the club’s ability to implement the 18 recommendations from the Do Better report that found a history of systemic racism at Collingwood.
The Magpies announced in January this year that their existing partnership with Nike had expanded into a long-term deal, with Nike joining the AFL team as an apparel partner after the Pies’ Super Netball team had teamed with Nike in 2020.
But industry sources said the company would be watching closely to see what action followed Eddie McGuire’s departure as president on the back of the report’s findings. The club has committed to implement each of the report’s recommendations.
Nike is renowned globally for its stance on equality and race-related issues, having launched a marketing campaign in 2018 that featured NFL quarterback and social activist Colin Kaepernick with the tag “Believe in something. Even if it means sacrificing everything” and an ad in response to the Black Lives Matter movement that read “Nike, For Once, Don’t Do it”.