Nike's PR response and its limits

LeBron James and Nike are under fire after unveiling a new sneaker meant to honour the civil rights leader Martin Luther King Jr. The shoe’s colour palette is inspired by the Lorraine Motel, the site of MLK.’s assassination in 1968. Elamin talked to culture critic David Dennis Jr. around the time of the shoe's unveiling about why this tribute missed the mark, and what the brand should have done instead.