Claims that stars refused 'woke' brand deals are satire

"Michael Jordan Rejected Nike's $10 Million Deal Says 'I'm not saving your woke brand,'" says a December 10, 2023 Facebook post by the account SpaceX Fanclub.

Similar posts shared by the same account claim Stallone turned down mega-deals with Bud Light and Nike.

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Screenshots of a series of Facebook posts from the account SpaceX Fanclub, taken January 2, 2024 (Natalie WADE)

The posts spread across platforms, with accounts on Instagram, TikTok and X, formerly known as Twitter, cheering the celebrities for their purported stances.

The claims follow a 2023 push by conservatives in the United States to boycott Bud Light after the beer brand partnered with Dylan Mulvaney, an American actress and transgender rights advocate known for chronicling her gender transition on TikTok. The backlash hit sales of the AB InBev beer brand and prompted a wave of misinformation.

Nike's partnership with Mulvaney was also criticized, one of several US companies accused of adopting "woke" ideology, a "culture war" refrain that often plays out in sudden, intense controversies over issues including LGBTQ rights.

However, these posts come from an account that regularly shares articles from Esspots, a satire website, linking to the corresponding articles (archived here and here). "Our team of writers and editors is dedicated to bringing you the latest and greatest in fake news and absurdity, all with a healthy dose of humor and satire," boasts the website's "About Us" page. 

The SpaceX Fanclub account also offers a disclaimer on its Facebook page stating: "We post SATIRE, nothing on this page is real."

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Screenshot of the SpaceX Fanclub page taken January 3, 2024 (Natalie WADE)

AFP found no credible reports that either celebrity turned down deals with Bud Light or Nike, nor made the statement, "I'm not saving your woke brand."

Jordan first signed a contract with Nike in 1984, netting him millions, and his line remains available on the sports apparel brand's website (archived here).

Near identical claims suggesting Jordan's departure from Nike were debunked as satire by fact-checking organizations in 2018 after the company teamed up with former National Football League player Colin Kaepernick. The quarterback started a movement of athletes kneeling during the national anthem to protest police brutality against Black Americans, which resulted in many conservatives declaring a boycott against the brand.

Stallone has also been at the center of similar articles suggesting he refused a movie deal with Disney due to the company's "wokeness," claims which were shown to originate on a satirical website.