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I promised myself that I wasn't going to give Nike (NKE) the publicity that it wants with its new rivalry uniforms. You see, the company has decided that 10 colleges will wear specially designed uniforms for their big rivalry games this year, assigning the slogan "Prepare for Combat" to the program.
For example, The Ohio State University will wear "retro-inspired" uniforms when it takes the field against that team from up north (Michigan). I was worried when I heard that Nike was designing this uniform; Ohio State doesn't do alternate uniforms -- they never have. Honestly, it isn't all that bad; the jersey leaves a little to be desired, but perhaps that is just me.
Nike has gone as far as replacing the metal belt buckles on the pants with titanium, because it is more lightweight. The apparel firm is really going rather far to try and make everyone believe that these uniforms are designed to make the players faster and stronger (hence the titanium buckles); more like gladiators/soldiers.
Nike has also given each school a special slogan for the occasion. Ohio State's slogan is "Earned," Texas Christian's is "Don't Back Down," and Virginia Tech's is "Good Guys Wear White." Not bad; I get the idea behind special one-off uniforms (translation: money grab) and the fact that we are supposed to believe that the uniforms will make the players faster. I even understand the idea that football players are gladiators, even soldiers (find the great George Carlin bit for a description of football as war), but I think that Nike may have forgotten something in trying to make the football as war metaphor. Let's take a look at the gem of viral marketing that Nike unleashed on the campus of Virginia Tech, a combat vehicle emblazoned with Nike's "Prepare for Combat" slogan.
I'm guessing that Nike has decided that it wants to sweep the whole Virginia Tech massacre under the rug. Yes, this has people talking. Yes, this is bringing publicity to the company. Yes, this is launching the new uniform directive. But at what cost? Honestly, the bad vibes rippling across the Intrawebs are going to get people talking about Nike's new directive, but the publicity could spark outrage. Yes, Virginia Tech is very proud of its Corps of Cadets and its ties to the military, but Nike may have crossed a line here. Perhaps I am being a bit too sensitive; if you think so make sure to let me know.
I can't wait until Nike decides to place Michael-Vick themed doghouses all around the Virginia Tech campus with the slogan "You're in for a dog fight" splashed on the sides. (Michael Vick went to Virginia Tech ... get it?)
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Reader Comments (Page 1 of 1)
11-09-2009 @ 12:18PM
Chris said...
You won't find a better group of fans the VT Corps of Cadets. As a VT alum and having to deal with all the press after the tragic events that occured, it's nice for someone to just ignore it and treat Tech like any other school.
11-09-2009 @ 1:14PM
thedude said...
Doesn't anyone see the problem with having a corporation that does all it's manufacturing overseas dictating what university atheletes are wearing ?
Starts like this and before too long they will be wearing Mao inspired Jerseys, then they begin thinking like Mao (or worse, Democrats)
It's time professional sponsorships be removed from college athletics, America needs to concentrate more on academic achievement.
I understand the enjoyment derived from a good game but we could save a lot of money eliminating pro sports. Within a year or two most pro athletes will be in prison for the typical yet ever expanding range of crimes they commit and then we can develop a solely penal league after a few more years we can redevelop true bloodsport gladiator games. If you don't want to play you'd better not commit a crime.
This would reduce the prison population and save taxpayers millions of dollars. Tickets sold for the games would generate enough to maintain the prison system completely.
I think it would be kind of fun watching Bernie Madoff head to head against CharlieManson
11-09-2009 @ 5:02PM
rvdondapc said...
I think this kind of thinking insults the intelligence of the Virginia Tech community. Not that I am a part of it but I think they would be able to separate a tragedy on campus from a football game. Also I don't remember the tragedy involving an armored car attack... I don't know your intentions but such accusations could be levied much more easily against you for using such an event to increase readership activity than Nike for increasing publicity.
11-11-2009 @ 6:29AM
kyle bentley said...
I personally go to Virginia Tech, and saw the "armored" truck or whatever you would like to call it today. Not once did I think of the April 16 events, you're looking a little to deep into it. People in Blacksburg LOVE football, Nike is doing something football related so the town/college loves it.
11-09-2009 @ 10:26PM
Ben said...
Actually, the weirdest, and worst, thing about VT is that it's doing the whole "simulate a soldier" thing, comparing it to war. It also says good guys wear white.
They'll debut against Maryland's all-black and camo Wounded Warrior unis, which are actually honoring actual soldiers. But the good guys wear white, and VT is pretending that their players are gladiators.
They could've waited a week, and it would've been much more tasteful.
11-09-2009 @ 10:51PM
Student said...
As a student at Virginia Tech, I do not find this marketing technique to be offensive at all. It is simply comparing football to war... that's it. Nike's combat vehicle has no relation at all to the massacre that occured on our campus. I personally think it is a good marketing campaign.
11-11-2009 @ 12:02PM
Hokie Fan 27 said...
I loved Nike's campaign good guys wear white, but it seem you are trying to stir up controversy. Im not mad at Nike but this article made me pissed off! Nike did nothing wrong, and no one at VT or anywhere else would have made the correlation between the April 16th disaster and their campaign. They were merely honoring veterans day and saying that every football game is like a battle and the season is the war. Plus the good guys wear white campaign is perfect for when we go up against maryland and their blackout. Not only did you not have to bring up April 16th, but the Michael Vick referance was completely uncalled for!!!!!!!!!