Nike Stands in Support of Grizzlies’ Ja Morant after Viral Video

Nike has decided to support their youngest superstar Ja Morant following an Instagram live video circulating online. This comes months after the corporate sneaker giant cut ties with NBA star guard Kyrie Irving. In the video, Morant brandished a firearm while at a nightclub in Denver. In the following hours, the Memphis Grizzlies suspended Morant for two games. On Wednesday, Adrian Wojnarowski of ESPN reported Ja Morant is suspended for eight games for conduct detrimental to the league. The suspension covers the six games missed, including Wednesday night vs. The Heat. Morant has left a counselling program in Florida and is eligible to play on Monday vs. Dallas Mavericks. To conclude the NBA’s ongoing investigation Morant met with the NBA Commissioner Adam Silver on this matter. The meeting finalized the last step in the process for Morant. Commissioner Adam Silver released a statement and said,

“ Ja's conduct was irresponsible, reckless and potentially very dangerous,It also has serious consequences given his enormous following and influence, particularly among young fans who look up to him. He has expressed sincere contrition and remorse for his behavior.”

The investigation included extensive reports of which Morant was the subject. The allegation of Morant included threatening a mall security guard and punching a teenager during a pick-up basketball game. Despite Morant’s problematic behavior, Nike released a statement and said,

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

Nike, which has a signature sneaker line with Morant, received backlash from fans for backing the Grizzlies star. A few months earlier, Nike ended its partnership with NBA star Kyrie Irving. Nike failed to publicly support Irving, raising an uproar across the sports world. Several NBA players expressed their thoughts on Nike’s stance, highlighting the company’s selective morality. Still, that has not stopped the corporate sneaker giant from unethical business practices. Their history of human rights violations in Asia and the diametrically opposite stances involving Morant-Irving highlights the lack of corporate leadership. Phil Knight openly expressed “Kyrie stepped over the line It’s kind of that simple. He made some statements that we just can’t abide by, and that’s why we ended the relationship. I was fine with that.”

The hypocrisy of Nike for their lack of action showed towards Grizzlies star Morant proves that endorsing a product in exchange for millions is more important than company values. In other words — Nike cares about millions over ethics. Nike continues to leverage brand partnerships to maximize their ROI. The Morant case highlights the problematic dangers corporate sneaker brands face when partnering with athletes in exchange for millions. Morant is a two-time All-Star, former Rookie of the Year, and Most Improved player. Morant is touted as the young face of the league, and that comes with a certain sense of responsibility. As for, Nike, they’ve doubled down on their investment. Morant will have to keep a squeaky-clean image for his career.