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Inspired by assertions of “creeping commercialization” in issues of social justice, this article seeks to address the entanglement of privatization with sport for development and peace initiatives. We look specifically at Nike’s history of “social responsibility” to situate the N7 initiative, for Indigenous health, within a larger landscape of privatized social justice. Critical discourse analysis was used to unpack Nike’s annual corporate social responsibility (CSR) reports. In addition, a critical discourse analysis (CDA) of the #DeChief movement, which lobbies against the use of “Native” mascotry, was conducted via the social media platform, Twitter. The authors observed public criticism against Nike’s incongruous business practices in supporting Indigenous health on one hand, and financially benefitting from the sale of harmful Indigenous caricatures on the other.

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Product (RED) was launched in 2006 as an initiative to activate the corporate sector in the fight against HIV/AIDS in Africa. In 2009, Nike joined Product (RED)’s list of corporate partners with its “Lace Up, Save Lives” campaign. Nike (RED) directs 100% of its profits toward HIV/AIDS treatment and prevention through the Global Fund to Fight AIDS, Tuberculosis and Malaria and grassroots soccer programs in Africa. This case study questions the symbolism projected by Nike (RED) and its implications by applying Jean Baudrillard’s theories on consumption and hyperreality. The manner in which Nike (RED) represents Africa, HIV/AIDS, soccer, and sport for development and peace are all discussed as mediated simulations that position Nike as the producer of knowledge. Data analysis observes that Nike (RED) laces produce a hyperreality, whereby the origin of truth becomes, according to Baudrillard, indecipherable and soccer becomes more important than HIV/AIDS.

Arguably, two aspects of national identity that Canadians are most recognized for are hockey and multiculturalism; yet, few scholars have examined the implications of Canada’s mythological and nostalgic hockey culture for immigrants from various racial and ethnic backgrounds. This analysis uses Twitter to gain uncensored insight into how Hockey Night in Canada Punjabi (HNIC Punjabi) is received by the general Canadian public. It is argued that when people of color become visible in traditionally white arenas (such as hockey) some Canadians are flummoxed by the sight of multiculturalism, while not necessarily being opposed to the idea of it. Laughter was also observed as a common reaction to HNIC Punjabi; consequently, despite the promise of a multicultural society, Punjabi Sikh Canadians are situated as paradoxical to hockey in Canada.