It seems that Nike has been taking its male target demographic very seriously in its communications over the past few years. And, as a female, I am ready to scream.
In the past few months, Nike has stood by two of its male spokespeople – Tiger Woods and Ben Roethlisberger – amid very public scandals, both involving alleged and not-so-alleged pig-headed and potentially criminal actions toward women.
While I certainly understand “innocent until proven guilty” – I also see a dangerous pattern by this worldwide brand. Simply put, to Nike, it is still a man’s world.
And this is nothing new. Rewind to summer 2003 in Colorado when Nike superstar Kobe Bryant was accused of rape. While Bryant was initially yanked from Nike spots as the scandal broke, he crept back in pretty quickly, just as Tiger Woods did during a commercial break during the April Masters.
So, I want to hear from men and women out there.
Both sides of the coin.
Is Nike’s choice to “stand by their man” a good PR move or not? Has it – or will it – affect their bottom line or hurt their brand in the court of public opinion?
It hurts them in mine. Both my hubby and I switched to Under Armor and Adidas years ago.