On Monday, Nike announced it has pulled its “Boston Massacre” shirts in light of the recent Boston bombings. The shirts were originally designed to commemorate the Yankees’ series sweeps of the Red Sox in 1978 and 2006, which ended playoff hopes on both occasions. Nike was forced to make a statement after David Letterman Producer Eric Stangel’s tweet of a photo of the shirt in stores, calling out the insensitivity, went viral.
And this isn’t the first time this has happened…this year. In February, Nike discontinued the campaign promoting sponsored paralympian Oscar Pistorius that revolved around the saying, “I am the bullet in the chamber” after the athlete was charged with fatally shooting his girlfriend.
While the slogans seem unfortunate in hindsight, at the time of creation they probably seemed like pure genius. What’s done is done, and Nike not only responded in the right way, by absorbing all loses and removing messaging that could be misinterpreted, the athletic company also resolved the issue in a timely and respectful way.
Excluding the perpetrators themselves, no one could have predicted either tragedy. It’s important for brands to be aware of all interpretations of their messages no matter when the message what created, just as it is important for consumers to be understanding of true intentions.
As a graduate of the University of Nike, I must disclose that I have been, and forever will be, a Nike fan. Nike’s recent display of compassion and sensitivity only reinforces my love for the brand.