The action sports campaign features, for example, a T-shirt printed with the word “Dope” and a pill bottle.
Given the crisis surrounding prescription drug abuse, Oregon Partnership has voiced its objections to such messages that are part of a campaign clearly aimed at young people. Nike has taken an “edgy” campaign right over the edge into corporate irresponsibility.
Normally Oregon Partnership would write and ask Nike to consider a better course of action before calling for action from the prevention community, but in this case the company has already responded. Boston’s Mayor loudly complained to Nike. Nike’s response: “These t-shirts are part of an action sports campaign, featuring marquee athletes using commonly used and accepted expressions for performance at the highest level of their sport, be it surfing, skateboarding or BMX. Nike does not condone the use of banned or illegal substances.”
This is not what we’ve come to expect from Nike given its history of good corporate citizenship. This sort of double entendre is best left in the “rejected” pile.
Join Oregon Partnership and others in expressing your objections. Make your voice heard by contacting Nike about this campaign.
Corporate mailing address
Nike USA Inc.
One Bowerman Drive
Beaverton, OR 97005-6453