JetBlue Aims High With Online Tribute to NBA's Jason Collins Mullen helps carrier with rainbow image By Tim Nudd

The outpouring of support has been impressive for NBA player Jason Collins, the first openly gay male athlete in a major U.S. professional sport. Marketers, though, have been largely silent about Collins since yesterday—except for Nike, of course, whom he already endorses. (In a statement, the company said: "We admire Jason's courage and are proud that he is a Nike athlete. Nike believes in a level playing field where an athlete's sexual orientation is not a consideration.") About an hour ago, though, JetBlue posted an image created by its ad agency, Mullen, showing a rainbow image of the "i-people" from the company's "You Above All" brand campaign—to show support for Collins. "Thanks Jason, today we're all on the same team," reads the caption on the image, which was posted to Twitter and Facebook. Response has been mixed, with many fans and followers lauding the airline for supporting Collins and others wishing it had stayed "neutral." The brand's courage here is but a shadow of the player's courage, but it's brave nonetheless. Have other brands come out in support of Collins? Let us know in the comments.