From flaming flags to burning books, fire has a long and unpleasant history as a symbol of political outrage. Last week that already disagreeable narrative gained a new paragraph. This time the object for conflagration was the humble sports shoe, as a small number of angry Americans began setting fire to their trainers.
So, what would prompt someone to torch their own clothing? This particular auto-da-fé was sparked by Nike’s latest advertising campaign and I’m fairly certain that such a hot-blooded response was the global sportswear giant’s plan all along. After all, nothing attracts the attention of the buying public like a flaming argument.
On the face of it, the content of the commercial is far from inflammatory, featuring appearances by sporting figures such as the tennis champion Serena Williams and the basketball star LeBron James. However, it does possess one notable incendiary element – the fact that it is fronted by Colin Kaepernick.
Kaepernick, a former quarterback for the San Francisco 49ers, came to widespread recognition in 2016 when he began "taking a knee" – kneeling, rather than standing – while the US national anthem is played before American football games. Kaepernick was drawing attention to issues of racism and police brutality in the US. This form of protest caught on with other players, much to the disquiet of certain sections of the American public. He eventually drew the ire of none other than US President Donald Trump in a typically fiery tirade at a Republican party rally in September last year.
Nike’s decision to feature Kaepernick has catalysed a clamorous, yet ultimately impotent, backlash. Within hours of the ad airing last week, #Nikeboycott was trending on Twitter and images of running shoes being set ablaze began doing the rounds on social media. I can just imagine the executive team at Nike watching these events unfold on their phones, laughing triumphantly, punching the air and high-fiving each other.
A common rebuttal to those posting their smouldering shoes on social media was: “Why not donate them to a charity instead of incinerating them?” That, however, misses the point of what fire means in this context. Here, the flames symbolise rage, eternal punishment and vengeance.
But setting fire to sporting apparel you have already paid for is hardly likely to change the world. It is not even going to damage Nike’s bottom line. This extra publicity will do nothing but benefit the company in the long run, as well its executives know. In fact, according to a report by Edison Trends, a digital commerce research company, that has already happened, with a spike in sales of 31 per cent over the recent Labour Day weekend.
The commercial has already become the foundation of an internet meme, spawning hundreds of spoof lookalikes featuring various reworkings of the campaign’s slogan: “Believe in something. Even if it means sacrificing everything.” Like every corporate behemoth, however, Nike, believes above all else in profit.
This all looks like a very divisive and ethically dubious advertising strategy to me; something straight out of the Edward Bernays playbook.
Edward Bernays was the nephew of Sigmund Freud and a man who would later become known as the founding father of the public relations industry. Bernays was fascinated by his uncle’s ideas and began using the same psychological insights to help corporations sell products. His most infamous campaign was an attempt to associate cigarette smoking with women’s empowerment.
Back in 1928, the US tobacco industry realised that the general public disapproval of women smoking was bad for business. The then-president of the American Tobacco Association suggested that encouraging women to smoke would be “like opening a new gold mine right in our front yard”. Keen to overturn this widespread taboo and scoop up millions of dollars in extra revenue, the industry contacted Bernays.
At a public parade in 1929, Bernays hired a group of young women who, on his command, were instructed to light up cigarettes. He had spread the word that this was a protest against women’s inequality. The cigarettes were referred to as “torches of freedom”, and the stunt provoked a national debate about women’s rights to smoke, just like men. Tobacco company profits soared.
In the same way, the Nike ad is not about political activism. It is about selling expensive sporting apparel. I see it as an attempt to shake off the notion that the company’s logo represents a soulless tick of conformity on the leisurewear of humanity. It seeks to refashion it as the swoosh of salvation, a symbol capable of transforming underdogs into overachievers.
The larger question raised by this campaign, however, concerns the dangerous trend in global corporations hijacking social activism to help sell their products and build their brands. Pepsi tried and failed – remember the furore surrounding its advertisement with Kendall Jenner and the police officer? Likewise, people will eventually see through the thin veneer of social activism masking Nike's brazen capitalism.
Dr Justin Thomas is professor of psychology at Zayed University
What vitamins do we know are beneficial for living in the UAE
Vitamin D: Highly relevant in the UAE due to limited sun exposure; supports bone health, immunity and mood.
Vitamin B12: Important for nerve health and energy production, especially for vegetarians, vegans and individuals with absorption issues.
Iron: Useful only when deficiency or anaemia is confirmed; helps reduce fatigue and support immunity.
Omega-3 (EPA/DHA): Supports heart health and reduces inflammation, especially for those who consume little fish.
Is it worth it? We put cheesecake frap to the test.
The verdict from the nutritionists is damning. But does a cheesecake frappuccino taste good enough to merit the indulgence?
My advice is to only go there if you have unusually sweet tooth. I like my puddings, but this was a bit much even for me. The first hit is a winner, but it's downhill, slowly, from there. Each sip is a little less satisfying than the last, and maybe it was just all that sugar, but it isn't long before the rush is replaced by a creeping remorse. And half of the thing is still left.
The caramel version is far superior to the blueberry, too. If someone put a full caramel cheesecake through a liquidiser and scooped out the contents, it would probably taste something like this. Blueberry, on the other hand, has more of an artificial taste. It's like someone has tried to invent this drink in a lab, and while early results were promising, they're still in the testing phase. It isn't terrible, but something isn't quite right either.
So if you want an experience, go for a small, and opt for the caramel. But if you want a cheesecake, it's probably more satisfying, and not quite as unhealthy, to just order the real thing.
Labour dispute
The insured employee may still file an ILOE claim even if a labour dispute is ongoing post termination, but the insurer may suspend or reject payment, until the courts resolve the dispute, especially if the reason for termination is contested. The outcome of the labour court proceedings can directly affect eligibility.
- Abdullah Ishnaneh, Partner, BSA Law
From Conquest to Deportation
Jeronim Perovic, Hurst
PRO BASH
Thursday’s fixtures
6pm: Hyderabad Nawabs v Pakhtoon Warriors
10pm: Lahore Sikandars v Pakhtoon Blasters
Teams
Chennai Knights, Lahore Sikandars, Pakhtoon Blasters, Abu Dhabi Stars, Abu Dhabi Dragons, Pakhtoon Warriors and Hyderabad Nawabs.
Squad rules
All teams consist of 15-player squads that include those contracted in the diamond (3), platinum (2) and gold (2) categories, plus eight free to sign team members.
Tournament rules
The matches are of 25 over-a-side with an 8-over power play in which only two fielders allowed outside the 30-yard circle. Teams play in a single round robin league followed by the semi-finals and final. The league toppers will feature in the semi-final eliminator.
Ten tax points to be aware of in 2026
1. Domestic VAT refund amendments: request your refund within five years
If a business does not apply for the refund on time, they lose their credit.
2. E-invoicing in the UAE
Businesses should continue preparing for the implementation of e-invoicing in the UAE, with 2026 a preparation and transition period ahead of phased mandatory adoption.
3. More tax audits
Tax authorities are increasingly using data already available across multiple filings to identify audit risks.
4. More beneficial VAT and excise tax penalty regime
Tax disputes are expected to become more frequent and more structured, with clearer administrative objection and appeal processes. The UAE has adopted a new penalty regime for VAT and excise disputes, which now mirrors the penalty regime for corporate tax.
5. Greater emphasis on statutory audit
There is a greater need for the accuracy of financial statements. The International Financial Reporting Standards standards need to be strictly adhered to and, as a result, the quality of the audits will need to increase.
6. Further transfer pricing enforcement
Transfer pricing enforcement, which refers to the practice of establishing prices for internal transactions between related entities, is expected to broaden in scope. The UAE will shortly open the possibility to negotiate advance pricing agreements, or essentially rulings for transfer pricing purposes.
7. Limited time periods for audits
Recent amendments also introduce a default five-year limitation period for tax audits and assessments, subject to specific statutory exceptions. While the standard audit and assessment period is five years, this may be extended to up to 15 years in cases involving fraud or tax evasion.
8. Pillar 2 implementation
Many multinational groups will begin to feel the practical effect of the Domestic Minimum Top-Up Tax (DMTT), the UAE's implementation of the OECD’s global minimum tax under Pillar 2. While the rules apply for financial years starting on or after January 1, 2025, it is 2026 that marks the transition to an operational phase.
9. Reduced compliance obligations for imported goods and services
Businesses that apply the reverse-charge mechanism for VAT purposes in the UAE may benefit from reduced compliance obligations.
10. Substance and CbC reporting focus
Tax authorities are expected to continue strengthening the enforcement of economic substance and Country-by-Country (CbC) reporting frameworks. In the UAE, these regimes are increasingly being used as risk-assessment tools, providing tax authorities with a comprehensive view of multinational groups’ global footprints and enabling them to assess whether profits are aligned with real economic activity.
Contributed by Thomas Vanhee and Hend Rashwan, Aurifer
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Tank warfare
Lt Gen Erik Petersen, deputy chief of programs, US Army, has argued it took a “three decade holiday” on modernising tanks.
“There clearly remains a significant armoured heavy ground manoeuvre threat in this world and maintaining a world class armoured force is absolutely vital,” the general said in London last week.
“We are developing next generation capabilities to compete with and deter adversaries to prevent opportunism or miscalculation, and, if necessary, defeat any foe decisively.”
The biog
Name: Timothy Husband
Nationality: New Zealand
Education: Degree in zoology at The University of Sydney
Favourite book: Lemurs of Madagascar by Russell A Mittermeier
Favourite music: Billy Joel
Weekends and holidays: Talking about animals or visiting his farm in Australia
UAE currency: the story behind the money in your pockets
More from Rashmee Roshan Lall
CREW
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Global state-owned investor ranking by size
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United States
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China
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UAE
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Japan
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Norway
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Canada
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Singapore
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Australia
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South Korea
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Skoda Superb Specs
Engine: 2-litre TSI petrol
Power: 190hp
Torque: 320Nm
Price: From Dh147,000
Available: Now
List of UAE medal winners
Gold
Faisal Al Ketbi (Open weight and 94kg)
Talib Al Kirbi (69kg)
Omar Al Fadhli (56kg)
Silver
Zayed Al Kaabi (94kg)
Khalfan Belhol (85kg)
Zayed Al Mansoori (62kg)
Mouza Al Shamsi (49kg women)
Bronze
Yahia Mansour Al Hammadi (Open and 94kg)
Saood Al Hammadi (77kg)
Said Al Mazroui (62kg)
Obaid Al Nuaimi (56kg)
Bashayer Al Matrooshi (62kg women)
Reem Abdulkareem (45kg women)
THE BIO
Favourite car: Koenigsegg Agera RS or Renault Trezor concept car.
Favourite book: I Am Pilgrim by Terry Hayes or Red Notice by Bill Browder.
Biggest inspiration: My husband Nik. He really got me through a lot with his positivity.
Favourite holiday destination: Being at home in Australia, as I travel all over the world for work. It’s great to just hang out with my husband and family.
Kill%20
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