“Winning takes care of everything” seem to be the quote that pushed Nike into the bottom of the uncool column as the brand looks to save its image, not through sales or high profit margin, but through athlete marketing and moral popularity.
The quote comes from a Nike ad that was designed for Tiger Woods as he once again accelerated himself to being the greatest player in golf. The larger issue with the ad was that it seemed as if all the issues Tiger has been facing in his personal life were excused as long as he was a winner. This in turn drove a negative reaction from fans and critics making Nike looking like a poor endorsement company and carelessly ignoring the fact that Tiger Woods had made poor moral decisions in his personal life.
This had seemed to push Nike to the bottom of the barrel on the level of cool. Even with other brands taking blows for poor endorsements, Reebok and Rick Ross, Adidas and all of its athletes getting injured in Adidas footwear, Nike stays on the endorsement losing end. Nike had already been on the decline with its support of athletes Lance Armstrong, who lied through an entire sports career, Suzy Favor Hamilton, who ended up being a $600 a session Vegas escort, Michael Vick after the dog incident, and Oscar Pistorius who was charged for murder. Really Nike, along with the ironic ad for Pistorius too.
The greater issue in Nike’s slowly but surely “cool,” decline, is that Nike has no control over someone else’s actions. They go out and find the best athletes, offer them a contract to brand themselves with the Nike logo, and hope for the best. With the way today’s society works and the new technology of social media, a brand can take a huge hit in an instant. Nike has been a prime example of this. So, is Nike losing it’s cool? You tell me.
Source BI
© Matty M. for KicksOnFire, 2013. | Permalink | No comment | Add to del.icio.us
Post tags: Nike, Nike Athletes, Nike Lost Its Cool, Tiger Woods
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