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Nike's Front Men: 'Just Stop It!' (Handelsblatt, Germany)

 

"In the case of golfer Tiger Woods, who was involved in unappetizing extramarital adventures, Nike wasn't so fast to separate itself. ... Nike's relationship with Lance Armstrong, seven-time winner of the Tour de France, also lasted a long while. Too long, many thought. ... But in the case of Pistorius, this is the first time a disabled athlete has inspired a wide audience. ... Experts advise, before launching an ad campaign featuring a star, to play through various scenarios - including the worst-case ones. Then, in the event, one can faster and more-ably respond."

 

By Tobias Mandelartz

                                http://worldmeets.us/images/Tobias-Mandelartz_mug.png

 

Translated By Katarzyna Wisniewska

 

February 28, 2013

 

Handelsblatt - Germany - Original Article (German)

Oscar Pistorius, a man who has dramatically altered Olympic history, is just the latest Nike spokesperson to sully the company's name.

 

TIMES LIVE NEWS VIDEO, South Africa: People argue over the case of Oscar Pistorius, outside Pretoria court, Feb. 22, 00:01:43RealVideo

Nike's advertising endorsers have become a real nightmare for the sports company. After Armstrong and Woods, now Oscar Pistorius has provided a third justification for negative headlines. And the company's campaign slogan makes things even more sensitive.

 

Berlin: Two weeks ago, the news sped 'round the world: Oscar Pistorius, the "fastest man on no legs," had apparently killed his girlfriend. The circumstances aren't yet clear, but four gunshots were enough to charge him with murder. Nike isn't pleased, as Pistorius is one of their marketing figureheads and star of a multi-million-dollar campaign. The sporting goods company officially suspended its contract with the South African on Jan. 20.

 

If - as in the case of Nike - good luck has been hard to come by, now it's time for even more bad luck. The campaign slogan was simply: “I am the bullet in the chamber,” accompanied by Nike's unfortunate catchphrase “Just do it.” The ad was instantly removed from Web sites and billboards. [see below].

 

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In the case of golfer Tiger Woods, who was involved in unappetizing extramarital adventures, Nike wasn't so fast to separate itself. And the new Nike golf commercial features him next to the newest golfing star Rory Mcllroy. Nike's relationship with Lance Armstrong, seven-time winner of the Tour de France, also lasted a long while. Too long, many thought. Only after he offered a half-hearted confession of his doping past to Oprah Winfrey, America's TV mother confessor, was he sacked.

 

Woods had "only" to admit to moral misconduct. Armstrong, however, a sports (and a moral) one. Woods showed deep remorse; Armstrong, who was already on his way down, arrogance and conceit. One will never forget the image Armstrong tweeted. Just three weeks after being stripped of his seven Tour de France victories, it shows him relaxing on a couch with his framed winning jerseys hanging on the wall. Text: “Back in Austin and just laying around ...” [See below].

 

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For a sporting goods company, it is a matter of course that an advertising front man who succeeds only through fraud in unacceptable. Separating from Armstrong was therefore a logical, albeit overdue step.

 

Scandals rubbing off on Nike

 

Tiger Woods' misconduct was “only” about cheating on his (ex-)wife. All of his golf tournament victories, however, were obtained without doping and fraud. Thus - his athletic achievements and abilities were and are beyond dispute. So he can continue to rake in a $20 million annual salary from Nike.

 

And various advertising stars have been involved in unsavory scandals before. When Kobe Bryant was accused of rape, Nike continued to retain him. And rightly so, as it turned out later. The charges were dropped. And in the case of Michael Vick, who was involved in illegal dog fighting, Nike showed magnanimity: after serving a prison sentence, Vick was allowed back into the Nike marketing family. It was different for baseball player Jason Giambi. He had to admit that he took illegal steroids, and was promptly shown the door.

 

Pistorius still stands accused of murder, nothing is yet proven, and just as in the case of Tiger Woods - there has been no sporting misconduct. However, a South African newspaper has reported that banned performance-enhancing substances were found in Pistorius' home. A blood test will now show whether at the moment of the crime, he was under the influence of steroids, which are known for having the side-effect of aggression. So, in the worst case scenario, all of his past sporting successes would be called into question.

 

But in the case of Pistorius, the problems are in another area. He was regarded as a moral authority - as an example. In addition, it is the first time a disabled athlete has inspired a wide audience. Of course, in case of any misconduct, every advertising contract has terms that allow the company to immediately terminate a contract. Suspicion of murder may certainly be counted as a knock-out criterion. So it's no wonder that Nike, as well as eyewear maker Oakley, Pistorius' second major sponsor, has declared their sponsorship deals finished.

 

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SEE ALSO ON THIS:  

Le Temps, Switzerland: Lance Armstrong is Lucky He's Not European  

Trouw, The Netherlands: Armstrong and Diederik Stapel: Laying Waste to Postmodernism  

Telegraph, U.K.: Editorial - Armstrong Pedals Tales

Telegraph, U.K.: Armstrong Writes Epitaph During Oprah Interview  

Guardian, U.K.: No Nitpicking -Oprah's Lance Armstrong Interview was TV History

Observer, U.K.: Lance Armstrong, Human Weakness, and the Art of Public Confession

Daily Mail, U.K.: Armstrong Whistleblower: 'I Don't Want to Hear Any More of his Bullshit'

Independent, U.K.: 'Confession' to Oprah Won't End Pursuit of Lance Armstrong  

de Volkskrant, Netherlands: Holier-Than Thou Critics have Nothing on Armstrong

La Stampa, Italy: Lance Armstrong Gives Italians Sense of Legal Superiority  

Challenges, France: The Astounding Cost of Lance Armstrong's Downfall

Liberation, France: The 'Good Fable' of Lance Armstrong

Le Monde, France: Lance Armstrong: Tour de France 'Messiah'

Yezhednevniy Zhurnal, Russia: Politically Correct Olympics Approached 'Fascism'  

Rue Fontenac, France: Tiger Woods: 'Why Does Anyone Give a Damn!?'

Kurier, Austria: Tiger Woods at the Sex Clinic: 'What're they Doing All Day?'

Le Journal de Montreal: 'Bonds' Tiger Sought to Preserve Weren't of Marriage

The Daily Sun, Nigeria: Explaining Tiger Woods' 'Lust for White Women'  

Rue 89, France: Tiger Woods' Fall from Grace: Only in America

De Volkskrant, The Netherlands: Tiger Woods: Fallen Star for a Public Age

 

Sports stars cost millions, and so do the associated campaigns. Candidates for a campaign are put through the acid test. But companies cannot provide stars with nannies, insisting on good behavior day and night. Nike, however, has an advantage, because the company doesn't restrict itself to a single public endorser. On the contrary, Nike has advertising stars in almost every sport. In case one falls - for whatever reason - it doesn't automatically affect the entire company.

Posted By Worldmeets.US

 

While such a broad base costs a lot of money on the advertising market, it also gives Nike a measure of immunity to marketing disasters. However, experts advise, before launching an ad campaign featuring a star, to play through various scenarios - including the worst-case ones. Then, in the event, one can faster and more ably respond.

 

CLICK HERE FOR GERMAN VERSION

 

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Posted By Worldmeets.US Feb. 28, 2013, 5:49am

 

 

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