Baby Nike Ad Accidentally Recalls Sweatshop Controversies

Baby Nike Ad Accidentally Recalls Sweatshop Controversies

Nike’s latest spot ahead of the Olympics features “baby” versions of famous athletes including Neymar Jr, Serena Williams and LeBron James, getting a motivational speech from actor Bobby Cannavale. The only problem is the ad has been accused of invoking Nike’s past child labour and sweatshop controversies.

B&T Magazine
Posted by B&T Magazine

The ad was directed by indie movie director Damien Chazelle for Wieden & Kennedy, Portland. The message is that “Champions weren’t born champions. They were born babies”, with Nike’s iconic slogan “Just do it” ending the piece.

 

The ad was uploaded to YouTube yesterday and has already clocked up over 12 million views on YouTube. However it’s not without controversy, detractors have drawn parallels with sweatshops. Read Business Insider Australia’s timeline of Nike’s labour practices and how the brand has tried to turn things around.

Twitter:

A statement on Nike’s website reads: Nike specifically and directly forbids the use of child labor or sweatshop conditions in factories contracted to make Nike products.

“While Nike does not own or operate the factories that produce Nike product, we require them to comply with Nike’s Code of Conduct and Code Leadership Standards, which are audited by independent monitors as well as Nike’s field teams. Nike’s standards meet or exceed international standards set by the ILO conventions.

“To work on Nike product, employees in contracted factories must be at least 16 years old. In fact, the average age of a worker in a contract factory is 36 years old.

We believe that placing the worker at the center of the workplace and having factory management that respects and invests in its workforce will result in lasting positive results for workers, the factory and Nike. Read more about how we’re working with factory owners to improve labor conditions.

CREDIT

Agency:
Wieden & Kennedy
Client:
Nike
Client Contact:
Ean Lensch
Client Contact:
YinMei San
Client Contact:
Amber Rushton
Global Creative Director:
Alberto Ponte
Global Creative Director:
Ryan O’Rourke
Interactive Director:
Dan Viens
Executive Producer:
Matt Hunnicutt
Copywriter:
Josh Bogdan
Art Director:
Pedro Izique
Agency Producer:
Erin Goodsell
Digital Producer:
Patrick Marzullo
Digital Producer:
Keith Rice
Strategic Planning:
Andy Lindblade
Strategic Planning:
Nathan Goldberg
Strategic Planning:
Reid Schilperoort
Media & Communications Planning:
Danny Sheniak
Media & Communications Planning:
John Furnari
Media & Communications Planning:
Brian Goldstein
Media & Communications Planning:
Jocelyn Reist
Account Team:
Chris Willingham
Account Team:
Alyssa Ramsey
Account Team:
Corey Woodson
Account Team:
Anna Boteva