Kaepernick Says Jay-Z’s Decision to Bring Him Into His Defense of a Controversial Target Partnership Suggests the Rapper Is Still Wrestling With Criticism Over His Relationship With the NFL
The divide between Colin Kaepernick and Jay-Z is growing deeper, with the former NFL quarterback saying the rapper may have a “guilty conscience” after recently dragging him into the controversy surrounding Jay-Z’s partnership with Target.
Kaepernick addressed the increasingly public feud after Jay-Z mentioned him during a July freestyle at Yankee Stadium while defending himself against criticism over an exclusive “Reasonable Doubt” release with Target.
The retailer has faced a boycott from some Black consumers since rolling back several diversity, equity and inclusion initiatives.
Kaepernick, who is honoring the boycott and will not sell his upcoming memoir, “The Perilous Fight,” at Target, said Jay-Z’s decision to bring him into the debate spoke for itself.
Jay-Z Took Aim at Kaepernick While Defending Target Deal
During his July Yankee Stadium residency, Jay-Z pushed back against accusations that his Target partnership amounted to abandoning Black consumers.
“They run out of characters, had to bring back up [Kaepernick] again,” Jay-Z rapped.
The rapper then pointed to Kaepernick’s settlement with the NFL.
“Buddy took a check, I ain’t even mad at him, but along with that check you have to sign a non-disparagement,” Jay-Z said. “I’m the one [the NFL] can’t control.”
The comments marked a dramatic shift from nearly a decade ago, when Jay-Z was one of Kaepernick’s most prominent celebrity supporters.
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The San Antonio Observer previously reported on Jay-Z’s defense of his Target collaboration, which drew criticism because of the ongoing boycott following Target’s retreat from several DEI commitments.
Jay-Z argued during the Yankee Stadium performances that critics were selectively targeting some companies while continuing to patronize other major corporations accused of questionable practices.
Kaepernick Stands With Target Boycott
Kaepernick is taking a different approach.
A spokesperson for the former San Francisco 49ers quarterback confirmed that his upcoming memoir will not be sold in Target stores. Instead, Kaepernick is partnering with the National Association of Black Bookstores for his book tour.
The decision places Kaepernick firmly on the opposite side of a debate that has become much larger than two celebrities.
Target has faced sustained criticism from civil rights activists and Black consumers after announcing changes to diversity initiatives that had previously included programs aimed at expanding opportunities for Black employees, entrepreneurs and suppliers.
Jay-Z’s decision to release an exclusive version of his landmark “Reasonable Doubt” album through the company brought new attention to that boycott.
For Kaepernick, however, Jay-Z invoking his name while defending the partnership appears to point toward another unresolved issue: the rapper’s relationship with the NFL.
Jay-Z and Kaepernick’s Relationship Changed After NFL Partnership
Jay-Z publicly supported Kaepernick after the quarterback began kneeling during the national anthem in 2016 to protest police brutality and racial injustice.
In 2017, Jay-Z dedicated a performance of “The Story of O.J.” to Kaepernick and later wore the quarterback’s jersey while performing on “Saturday Night Live.”
Kaepernick never played in the NFL again after the protests.
Jay-Z also publicly challenged the league during that period, including boasting in the 2018 song “Apes—” that he had turned down the Super Bowl.
That relationship changed dramatically in 2019.
Jay-Z’s Roc Nation announced a partnership with the NFL that included producing the league’s Super Bowl halftime show and working with the league on social justice initiatives.
The agreement immediately drew criticism from people who believed Jay-Z had partnered with the same organization Kaepernick accused of effectively shutting him out of professional football.
Kaepernick writes in “The Perilous Fight” that Jay-Z informed him about the agreement only after the deal had already been finalized.
According to Kaepernick, he warned Jay-Z during their conversation that the league would use him.
“I just want you to know, one, you’re serving the culture up to a bunch of racists and, two, they don’t care about you,” Kaepernick wrote that he told Jay-Z. “You’re the music guy to them. They quite literally need a Black face—and have said as much.”
Roc Nation declined NBC News’ request for comment.
Seven years after the NFL partnership was announced, the disagreement between Kaepernick and Jay-Z has now resurfaced through another corporate controversy — this time over where Black consumers should spend their money and what responsibility influential Black celebrities carry when doing business with companies facing boycotts.
And with Kaepernick refusing to put his own book on Target shelves, the difference between the two men is no longer simply about the NFL.
