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SBD/August 10, 2012/Olympics
Nike T-Shirt Given To U.S. Women's Soccer Team Receives Criticism From Fans
Published August 10, 2012
RUNNING UP THAT HILL: In DC, Janice D’Arcy wrote a top contender for “most memorable ad” so far during the Olympics comes from Nike, which depicts “a lone runner approaching the camera from a distance.” As the runner comes into focus, the voiceover says that greatness “is not some precious thing. ... We’re all capable of it. All of us.” With that, the runner “is upon us, an overweight boy, sweating profusely, running through his exhaustion.” The star of the ad, which is part of the “Find Your Greatness” campaign, is 12-year-old Nathan Sorrell from London, Ohio. D’Arcy noted the experience “did convince Nathan to try to lose weight.” Sorrell said that if he does, Nike “has pledged to return to film him.” Nike said that it “would reinforce the ‘greatness’ message” (WASHINGTONPOST.com, 8/8).
SHINE SO BRIGHT: NBCPHILADELPHIA.com’s Catherine Blair Pfander noted several Nike endorsers, including U.S. sprinters Allyson Felix and Sanya Richards-Ross and decathletes Ashton Eaton and Trey Hardee, are wearing "fluorescent footwear” that is a "neon shade of green being seared into your retinas." The "Volt" color is “quite literally the most brilliant, if somewhat unsubtle, nugget of branding to emerge at the Summer Games.” Nike, which is a USOC sponsor, has “plenty of experience when it comes to making splashy statements on the field.” Nike North America Media Relations Manager KeJuan Wilkins said, “It was something we did during the World Cup two years ago in South Africa, with an orange soccer boot” (NBCPHILADELPHIA.com, 8/8). However, the NATIONAL POST’s Guy Spurrier noted Nike’s marketing efforts "could not overcome the fact that its shoes were on the feet of the wrong men” during the men's 100 meters -- the first four finishers were Usain Bolt (Puma) Yohan Blake (adidas) Justin Gatlin (Xteps) and Tyson Gay (adidas) (NATIONALPOST.com, 8/8).