Seal Beach Principal Faces Backlash Following Anti-Nike Criticism

SEAL BEACH, CA — It started with a 'swoosh' and ended with a roar of contempt toward an Orange County Principal's public social media decry of Nike's newest spokesperson. Roni Burns-Ellis, a Seal Beach elementary school principal, made a personal statement on her social media pages when she took a picture of her cut-up Nike shirt and created a public post about the company.

"My newest rag! When Nike signs an anti-American thug to represent their brand, I will not support, wear, purchase, or endorse their product. Bye-bye Nike."

Former NFL quarterback Colin Kaepernick appears in the Nike ad, narrating and posing along with other sports icons in the 30th anniversary of the "Just Do It" campaign. The ad had not yet aired when she posted her feelings, which was pulled down early Thursday.

Still, thanks to screenshots and a petition to the school district, the Seal Beach principal is living in the harsh glare of the social media spotlight. Parents at the school where Burns-Ellis is principal had mixed thoughts on the public posting of her disdain.

One parent told ABC7 they felt it was a "racist opinion," and that the public posting was "very disappointing."

A Change.org petition, organized by LosAl community member Barbara Farrell, has already been signed by nearly 800 people. That petition calls for the Los Alamitos Unified School District to "lead by example."

The petition reads:

Dear Principal Roni Burns-Ellis and the Los Alamitos School Leaders,
We wanted to express our concern for a public statement that was made yesterday by Principal Roni Burns-Ellis.
Los Alamitos Schools are known for their excellence in academics, sports, and character...
We hope our school leaders will act responsibly and will walk with kindness as they lead our children with their actions.

By signing the petition, community members are expressing their concern as to the principal's personal opinions. Beyond that, it is unclear what the goal of the petition is. For now, it is a statement of solidarity from worried parents directed toward the school district.

Burns-Ellis's word choice, such as calling the quarterback an "Anti-American thug," was called into question by the petition and some parents interviewed by the media at the McGaugh school.

Titled "Dream Crazy," the ad showcases ordinary people doing the impossible. It celebrates sports and the desire to win.

"Believe in something, even if it means sacrificing everything," Kaepernick says at one point in the voiceover, alluding to the ongoing pause to his professional NFL career.

"In her position, maybe she should have been wiser with her choice of words," one parent told ABC7, even though that parent said they also believed that "everyone is entitled to their own opinion."

Superintendent Sherry Kropp of the Los Alamitos Unified School District spoke to Patch regarding the incident:

"I take full responsibility for our leadership team and am following up," Kropp said, then expanded on the difference between social media in private, and that in the public eye of the school district. "One person's opinion on Facebook does not represent the values, mission, and vision of our District. We work hard to be inclusive and to help all of our students thrive and prepare for a successful future in a diverse society. We will all learn from this and improve our practices. Social media should unite us and connect kids to school, not divide us."

Youtube Photo