Blog: Leonie BarrieNike's Ad Flap

Leonie Barrie | 9 December 2004

So Nike Inc has apologised for recent ads that in the space of one month have seen it offend the Chinese national culture and spawn a string of complaints in Singapore. The banned footwear commercial in China featured an attack on a kung fu fighter while in squeaky clean Singapore the company daubed graffiti-inspired graphics over bus stops.

How much of this was intentional do you think? After all, courting controversy is all in the course of a day’s work for a brand that wants to position itself as a corporate rebel. Nike generates around 13 per cent of its total revenues in Asia and has made no secret of the fact this is a key growth market. The latest commercials might have offended adult consumers – but they aren’t Nike’s target audience. In fact, reports from both China and Singapore say the ads were popular with teens – and connecting with a young audience of hundreds of millions has to be a savvy strategy.

CHINA: Nike Says Sorry For Banned Kung Fu Advert


BLOG

Likely shifts in the sourcing landscape in 2017

Continuing our look at what lies ahead for the apparel industry and its supply chain in 2017, the panel of industry experts consulted by just-style last week tackled likely shifts in the sourcing land...

BLOG

Trump trade policies and China tensions top concerns

This week our focus turns to first thoughts from a panel of industry experts consulted by just-style on the challenges and opportunities likely to face the apparel supply chain in 2017, with prospects...

BLOG

Happy New Year – and a first look at 2017

Welcome back after the holiday break, and from the team here at just-style I’d like to wish all our readers a happy and prosperous New Year....

BLOG

New re:source to help unravel sourcing decisions

Apparel sourcing is a complex process built on a mix of location, logistics, lead-time, price, compliance, risk and reliability. And it's in a constant state of flux as retailers, brands and manufactu...

just-style homepage



Forgot your password?