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

How can apparel firms stay competitive into the future?

Continuing with the publication of our Outlook 2018 reports last week, we looked at what apparel firms should be doing now if they want to remain competitive into the future....

BLOG

First look at 2018

2018 is set to be a year in which disruptive trends that have been on the horizon start to become the norm for the apparel industry and its supply chain...

BLOG

What caused the biggest stir on just-style in 2017?

Welcome back, and Happy New Year to you all....

BLOG

Five sourcing trends – and what they mean

The changing dynamics of world textile and apparel trade are closely linked to the shifting sourcing and supply chain strategies of fashion brands and retailers. And according to a special just-style ...

just-style homepage



Forgot your password?