Nike shoots itself in the foot with Pistorious ad

They keep doing it, don’t they?

Paralympic athlete Oscar Pistorious is on trial for shooting his girlfriend and Nike, whose stable of sports stars seem defined (in part) by their ability to get into trouble, runs this ad.

In a way such risks are part of the job of course; sports stars are highly-paid (and therefore more than able to get themselves into trouble), endowed with big egos and often complete idiots (we make no judgement at this stage about Pistorious). But they also sell lots of stuff.

But associating them with guns, and hence (potentially fatal) violence, is stupid.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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