Turning a positive into a negative?

Word of a brand new campaign has come out by Nike, a relatively short and specific campaign. In response to the ignorant remarks by Imus (WFAN radio host, Nike created a very simplistic looking print ad solely for New York Times source (particularly the Sunday April 15th edition).

The ad used an ample amount of white space and rather informal tone with its copy. Though simple, the ad has a very powerful message and will surely inspire and motivate not only women, but people all over the world.

What does this say about the issue?

Well, like the last line states, humankind has a long way to go. We have a long way to go with censorship, racial issues, ethnics, politics, gender agreements, and much more. But most importantly, in a very subtle way, it is saying Nike supports these insulted women, and recognizes that their company stands above these petty arguments. They are not coming straight out and saying we support these women, as well as all other athletic women, so buy our products! They are respecting their sponsored athletes, and noticing their feelings and rights beyond the court.

In my opinion, it is a very effective message and caring attitude to take. They are taking an approach that risks judgment and criticism from many other radio hosts and affiliations. There is a fine line concerning advertisements that cover such controversial issues, with such little time in between. Many people could say this is distasteful to take advantage of such a situation by putting your logo all over it, and saying they are here for them.

But Nike has always had a reputation of motivating and encouraging people of all kinds to be themselves. I think this ad perfectly displays their true feelings and attitude towards the situation. Plus, by limiting the medium to one edition of one magazine, I feel the ad as more of a PSA then an endorsement recognition.

Besides the fact, without such powerful word of mouth and buzz about the situation, this whole advertisement would have never been possible. It is amazing how quickly something is reported and turns into a nation wide concern.

I say thanks Nike, thanks for confronting and handling the issue properly.


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