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Nike, NBA Can’t Clean Up LeBron’s Mess This Time

And suddenly, Nike is gone. Poof, just like that. And the NBA? Where did it go? LeBron James just messed up, and that dead silence you heard came from his corporate social justice image partners. James stepped out of his comfort zone with his tweet about a police officer who shot 16-year-old Ma’Khia Bryant of Columbus, Ohio. Yes, it was a white cop and yes, Bryant is a black girl, who was lunging with a knife at another black girl, or young woman. James tweeted a full-on photo of the officer with the words, “YOU’RE NEXT. #ACCOUNTABILITY.’’ Hello, Nike? Hello? Where are you? Did someone approve James’ latest? No way. It appears that this was James taking the next step in his social justice Twitter activism. It appears that he stepped out from under Nike’s and the NBA’s safety net with that one. And that’s the problem with James. It’s why his social justice stances don’t quite work and always seem a little too polished and packaged. He was criticized heavily Wednesday for his tweet, which served to put a target on the police officer and also left some doubt as to what he even meant. Did he mean that […]

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Written by Greg Couch

Greg earned the 2007 Peter Lisagor Award as the best sports columnist in the Chicagoland area for his work with the Chicago Sun-Times, where he started as a college football writer in 1997 before becoming a general columnist in 2003. He also won a Lisagor in 2016 for his commentary in RollingStone.com and The Guardian.

Couch penned articles and columns for CNN.com/Bleacher Report, AOL Fanhouse, and The Sporting News and contributed as a writer and on-air analyst for FoxSports.com and Fox Sports 1 TV. In his journalistic roles, Couch has covered the grandest stages of tennis from Wimbledon to the Olympics, among numerous national and international sporting spectacles. He also won first place awards from the U.S. Tennis Writers Association for his event coverage and column writing on the sport in 2010.