Article: http://www.businessweek.com/articles/2013-04-12/nikes-big-gay-marketing-coup#r=nav-f-story
Nike has always been a company that is willing to take an edgier marketing approach when it comes to the selection of their ads' topic. Their next topic they've considered is promoting homosexual athletes. Although this does promote gay rights, this in turn comes back and puts more money in their pockets. Younger people are a key demographic for Nike's athletic wear as well as bigger advocates for gay rights on average. By playing into their interests, these younger people will spend more of their (or their parents') money on Nike apparel because they feel that it promotes a cause feel deserves support.
While I will say that it is unsurprising that Nike has a new spin on ads, I feel that openly labeling someone and promoting that is just as much of a discrimination as anything else. How does this ad campaign advocate gay rights other than by labeling people as gay?
ReplyDeleteI think this is a good step because homosexuality is still not very accepted in sports, even in the Unites States. Former Columbus Crew winger Robbie Rogers came out the day after he retired, indicating that he was not comfortable being openly gay while in the sport. Maybe he can be the athlete Nike is looking for?
ReplyDeletehttp://edition.cnn.com/2013/02/15/sport/football/robbie-rogers-football-gay-u-s-
I agree with Nike's choice of change in their advertiseing. Supporting gay rights could have some big benefits. They are yet again differentiating their product. Also, I don't think there will be any drastic change in consumption of Nike goods among regular Nike consumers. Nike has a strong following, and they are a big name that has a good reputation. In addition, I don't think they are labeling anyone for the sake of labeling them gay and then promoting it. I don't think they are discriminating at all. They are backing gay athletes, showing that they support them.
ReplyDeleteI believe in supporting gay rights Nike will be limiting their clientele base. Although Gay's and advocates of same sex marriages make up a portion of Nikes client base I could see this having a reverse effect on nike. There are also a large percentage of people who disagree with a same sex union that also buy nike gear. By having a non neutral ad they risk losing profit they probably would have had if it wasn't biased towards one distinct ideology. I believe this is a thoughtful but wrong move on Nikes part.
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