Martin Leaf v. Nike, Inc.

CourtCourt of Appeals for the Sixth Circuit
DecidedOctober 25, 2021
Docket21-1045
StatusUnpublished

This text of Martin Leaf v. Nike, Inc. (Martin Leaf v. Nike, Inc.) is published on Counsel Stack Legal Research, covering Court of Appeals for the Sixth Circuit primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Martin Leaf v. Nike, Inc., (6th Cir. 2021).

Opinion

NOT RECOMMENDED FOR PUBLICATION File Name: 21a0480n.06

No. 21-1045

UNITED STATES COURT OF APPEALS FOR THE SIXTH CIRCUIT FILED Oct 25, 2021 MARTIN H. LEAF, ) DEBORAH S. HUNT, Clerk ) Plaintiff-Appellant, ) ) ON APPEAL FROM THE UNITED v. ) STATES DISTRICT COURT FOR ) THE EASTERN DISTRICT OF NIKE, INC.; WIEDEN & KENNEDY, ) MICHIGAN ) Defendants-Appellees, ) ) TWITTER, INC.; FACEBOOK, INC.; ) GOOGLE, LLC; YOUTUBE LLC, ) ) Defendants. )

Before: McKEAGUE, NALBANDIAN, and MURPHY, Circuit Judges.

MURPHY, Circuit Judge. Nike, Inc., released a short, animated film, The Last Game, to

promote its products ahead of the 2014 World Cup. Martin Leaf alleges that this Nike ad contains

hidden anti-Semitic imagery and other offensive content. He sued Nike and its advertising agency

under the Michigan Consumer Protection Act. This Act protects consumers who buy or lease

goods or services for their personal use from many deceptive business practices, including

“[f]ailing to reveal facts that are material to the transaction in light of representations of fact made

in a positive manner.” Mich. Comp. Laws § 445.903(1)(cc). Here, however, Leaf does not allege

that he ever even contemplated buying Nike products, let alone that he considered engaging in

those “transactions” only because of Nike’s positive reassurances that its ad lacked offensive No. 21-1045, Leaf v. Nike, et al.

content. Rather, he treats the Nike ad itself as a “product” and his viewing of this freely available

commercial as the “transaction.” This reading would effectively transform the Michigan

Consumer Protection Act from a narrow regulation of consumer transactions into a broad

regulation of internet speech. Because the Act does not reach so far, we affirm the district court’s

dismissal of Leaf’s complaint.

I

Leaf’s first amended complaint makes startling factual allegations that we must accept as

true at this stage of his suit—whether or not they are, in fact, true. See Rudd v. City of Norton

Shores, 977 F.3d 503, 507, 511 (6th Cir. 2020). Leaf takes issue with The Last Game, an animated

film released in advance of the 2014 World Cup that runs for about five minutes. According to

Leaf, this film was “engineered to leverage racial Jew-hatred to make more money in a sneaky

subliminal way without ‘getting caught.’” First Am. Compl., R.16, PageID 520.

The advertising agency Wieden + Kennedy (W+K) co-created The Last Game with Nike.

The film tells the story of an evil villain who creates a team of soccer-playing clones. These evil

clones ruin soccer (and somehow steal the beauty from the world) by winning games through a

methodical (yet boring) playing style that takes no risks. A group of international soccer stars

unite to come to the sport’s (and the world’s) rescue. Clad in Nike gear, these stars best the

monotonous clones through their dazzling and risky play during “the last game.” Billions of people

have watched The Last Game, and anyone can view it for free on the internet.

In June 2014, Leaf read an article in The Times of Israel describing a debate over whether

The Last Game was anti-Semitic. Some people viewed images in the short film in this light.

Others, such as the Anti-Defamation League, thought that this claim was baseless and diminished

real anti-Semitism. Id., PageID 527. Leaf decided to watch The Last Game on Nike’s YouTube

2 No. 21-1045, Leaf v. Nike, et al.

page. He has viewed this film many times since, including by examining the film’s thousands of

frames one frame at a time.

Based on these repeated viewings, Leaf concluded that the film contained subliminal anti-

Semitic messages, pornography, and terroristic threats. Most of his first amended complaint goes

through the alleged ways in which the film contains offensive content. Throughout the film, for

example, both the uniforms and the home stadium of the evil clones display a soccer-ball logo that

at times looks like a Jewish star. Id., PageID 548. In addition, the film features various images

(such as a skull with a Nike swoosh and a “hook-nosed figure”) that Leaf claims resemble Nazi

symbols and propaganda. Id., PageID 534–47. Frames from the film also allegedly show

“pornographic images” of animated characters, including children. Id., PageID 540, 542, 544.

Leaf asserts that Nike included the anti-Semitic imagery to make more money because of what he

describes as the “well documented Jew hatred among European and many South American soccer

fans[.]” Id., PageID 576–77.

When Leaf watched the film and discovered its purportedly offensive content, he claims to

have suffered mental distress. Id., PageID 579–80, 582. He sued Nike and W+K, alleging that

their failure to disclose the film’s subliminal messages violated two provisions of the Michigan

Consumer Protection Act. (Leaf sued other entities, but he voluntarily dismissed some of these

defendants and failed to serve another.) Nike and W+K moved to dismiss Leaf’s complaint under

Federal Rule of Civil Procedure 12(b)(6).

Before the district court could rule on their motion, Leaf sought to file a second amended

complaint. In the proposed new complaint, Leaf alleged that the film also contained terroristic

threats, including, for example, the word ISIS with a red axe in the background of one scene.

Second Am. Compl., R.38, PageID 1503–04. Leaf also alleged that at least one individual

3 No. 21-1045, Leaf v. Nike, et al.

responsible for creating The Last Game is anti-Semitic, as evidenced by his social media. Id.,

PageID 1402–18. Leaf further clarified that, before he watched The Last Game, he had read a

second news article containing Nike’s response to the anti-Semitism allegations. According to

this article, Nike reassured its audience that the logo on the clones’ uniforms was a soccer ball and

that “[a]ny resemblance to any other symbol or image within the campaign is entirely coincidental

and unintentional.” Id., PageID 1429. Nike added: “We respect all religions and the image was

in no way designed to cause any offense.” Id.

The district court held that Leaf’s first amended complaint failed to state a claim under the

two provisions of the Michigan Consumer Protection Act on which he relied. The first provision

required Leaf to allege that Nike and W+K failed to reveal a material fact, that the omission of this

fact could mislead consumers, and that consumers could not reasonably discover the omitted fact

on their own. Mich. Comp. Laws § 445.903(1)(s). According to the district court, Leaf’s

complaint failed to assert that he could not have discovered the omitted “material fact” (that The

Last Game contained subliminal messages) on his own. To the contrary, the complaint alleged

that he learned of the film’s potential anti-Semitic messages before he viewed it and that he

discovered its offensive images when he did.

The second provision required Leaf to allege that Nike and W+K failed to reveal facts

about a transaction that became material in light of earlier “positive” representations they had made

about that transaction. See id. § 445.903(1)(cc). According to the court, Leaf’s complaint did not

allege that Nike and W+K made any positive representation (for example, that the film was not

anti-Semitic) that could trigger any duty to disclose the contrary fact.

4 No. 21-1045, Leaf v. Nike, et al.

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