But once he got there, James stayed disciplined both about the message he sends and the way he sends it. Kaepernick’s message — “organic” to some, “disorganized” to others — started a movement that has essentially linked the NFL with kneeling in a dramatic string of events that will play out for a final time this season, Sunday at the Super Bowl. Some may say that by not being calculating and by playing from the heart, Kaepernick sent a truer message. “One of the keys for athletes is that they pick moments in time to make sure their message resonates,” said marketing expert Joe Favorito. ——EDITOR’S NOTE: African-American athletes have used their sports platforms for more than 100 years to impact social and political change.

Source: National Post February 02, 2018 15:33 UTC