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."
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].
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].
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.
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.
