Nike won’t abandon Ja Morant as long as he makes Black people look bad

Nike won't abandon Ja Morant as long as he depicts stereotypes that portray him and people who look like him negatively.

That's the message the retail giant sent on Friday after NBA commissioner Adam Silver announced Morant would be suspended for 25 games this upcoming season for showing a gun for a second time during an Instagram Live video.

Nike released a half-ass statement that ESPN obtained, saying they are standing behind the 23-year-old embroiled Memphis Grizzlies superstar amid his troubles.

"We are pleased that Ja is taking accountability and prioritizing his well-being. We will continue to support him on and off the court," ESPN's Ramona Shelburne tweeted Friday.

Are you surprised that Nike hasn't parted ways with Morant by now?

I'm not. Nike is a sellout.

They're continuing their relationship with Morant despite his head-scratching mistakes because they're sending a message to people who share his pigmentation.

Nike has zero tolerance for athletes like Kyrie Irving, who push back against establishment media and implore people to think for themselves. Yet, they can do business with guys like Morant, who perpetuate the street culture behavior responsible for tearing apart the Black community.

When Nike founder Phil Knight spoke about why the company ended its relationship with Irving, who became public enemy No.1 in the eyes of mainstream media after he tweeted a link to the “controversial” film "Hebrews to Negroes: Wake up Black America," he said Irving "stepped over the line."

"It's kind of that simple," Knight said. "He made some statements that we just can't abide by, and that's why we ended the relationship. And I was fine with that."

Knight knows that's not why Nike moved on from Irving, but he can't come out and tell the truth. 

Nike sold out. They sat on the sidelines and watched Irving, who had been with the company since 2011, be criticized by the mainstream media and cast as antisemitic. It took them a month to officially sever ties with Irving, but after Nike suspended the relationship, the writing was on the wall.

Irving's signature shoe line for Nike was profitable. Irving was among the most prominent NBA athletes associated with the brand and was popular amongst kids.

In the end, that meant nothing to Nike. They caved to the pressure of the woke mainstream media, demanding Irving suffer the consequences of his actions.

If you ask most people who labeled the film antisemitic if they've watched it from start to finish, the answer would be no. Unfortunately, this is where we're at in society. The absence of critical thinking and independent thought has never been more pervasive.

When Morant flashed a gun on Instagram Live at a Denver nightclub in March, Nike wrapped their arms around him, a drastically different response than what they gave Irving.

"We appreciate Ja's accountability and that he is taking the time to get the help he needs,” Nike said. “We support his prioritization of his well-being."

Less than two months later, Morant was back in the same predicament. He went viral for flashing a gun on his friend’s Instagram Live video after he had already served an eight-game suspension the first time he did it. Silver suspended Morant for 25 games on Friday, explaining the 2x All-Star needs to focus on rehabilitating himself.

"For Ja, basketball needs to take a back seat at this time," Silver said. "Prior to his return to play, he will be required to formulate and fulfill a program with the league that directly addresses the circumstances that led him to repeat this destructive behavior."

Once again, Nike had a chance to get out of bed with Morant. He'd given them more than enough reasons to justify a divorce. Instead, the company went in the opposite direction.

Nike can feign their support for Morant, but I'm not buying it. Their "loyalty" to Morant isn't rooted in principles. They are telling Black people they are okay with Black athletes promoting a lifestyle that leads many of our young Black and brown boys and girls to early graves, as long as they can sell some sneakers on the backend.

Morant's defiant behavior is an issue, but the people and companies who enable it aren't helping his cause.