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

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



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

Three Customer Retention Strategies That Can Help Australian Businesses Build Long-Term Loyalty
  • Opinion

Three Customer Retention Strategies That Can Help Australian Businesses Build Long-Term Loyalty

In this opinion piece, Patrick Sim, senior vice president for the APAC and MEA regions at Epsilon (pictured above), talks about ways companies can go about building lasting relationships with their clients. If there’s one thing that companies have learnt from the pandemic is the importance of keeping customers happy and having them continuously come […]

Dynata’s Latest Economic Crossroads Report Shows Consumer Trends From Around The Globe
  • Marketing

Dynata’s Latest Economic Crossroads Report Shows Consumer Trends From Around The Globe

Across the world, rising costs are causing anxiety and financial struggles for consumers. The worldwide impact of inflation is affecting their outlook and behaviour. More than half of consumers globally are struggling financially because of inflation and the increasing price of fuel, housing and everyday goods. Russia’s war on Ukraine intensifies their concerns around supply-chain […]