Nike Criticised Over “Tone-Deaf” Australian Open Apparel Ad

Nike Criticised Over “Tone-Deaf” Australian Open Apparel Ad

Nike has been criticised over the “tone-deaf” wording of its latest Australian Open ad amid the ongoing Australian bushfire crisis.

The apparel ad referenced the “fiery conditions” the tennis players would battle in, with the word choice angering social media users.

An article on Nike’s website read: “Melbourne also tracks the hottest temperatures of any of tennis’ four majors.

“Averaging more than 100 degrees (37 degrees Celsius), the heat challenges players and, in turn, NikeCourt’s apparel designers to outduel the fiery conditions.”

New York Times journalist Ben Rothenberg was the first to notice the dicey choice of words.

“Juuuust a bit tone deaf here, Nike,” he wrote on Twitter, including the below screenshot.

Countless Twitter users agreed with Rothenberg, labelling the blunder as “disrespectful”, “inappropriate” and “horrid”.

Following the backlash, Nike changed the wording on their website.

It now reads: “This garment is informed by Atlas body-mapping to identify the areas that tend to overheat (notably under the bra and at the neckline) and is pieced together to maximise breathability in those spaces.”




Please login with linkedin to comment

Bushfire Nike

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]