Its September 3rd 2018 and a tweet from an alt-right looking account goes viral. Embedded within the tweet is a forty-five second video which has racked up over eleven million views so far. It’s a single shot of a pair of white Nike trainers engulfed in flames on a burnt-out lawn. The trainers belong to an S Clancy, who by his own admission, has been a loyal customer of the multi-billion-dollar global sportswear brand for over 20 years. So, why would he proudly set fire to his favourite pair of sneakers? To answer that question, we need to rewind the clock, two years prior to Friday, August 26th 2016 when the San Francisco 49ers and the Green Bay Packers were getting ready to play each other for a preseason NFL game in California.