Nike, one of the most easily recognizable brands today, recently announced Colin Kaepernick is the new face of the “Just Do It” campaign.

Unless you’ve been living under a rock, odds are you have heard of Colin Kaepernick, former San Francisco 49ers quarterback.  Kaepernick started a national debate two years ago when he “took a knee” during the national anthem.

Nike’s use of Kaepernick on their new campaign is the epitome of revisionist PR. What does that mean?

According to Wikipedia, revisionism identifies the re-interpretation of the historical record. By partnering with Kaepernick, Nike is instantly aligning the brand with an ideological movement.

They’ve previously had PR troubles with gender equality and human rights, and most recently, issues with their VP. These events have led to the company focusing on transparency and inclusion.

You can read more in the full article on PR Newswire.