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Nike Cleverly Uses Current Events April 20, 2007

Posted by Keith in Advertising, PR.
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Nike thanks Imus for raising race issue

NEW YORK April 18 (UPI) — Nike Inc. entered the Don Imus fray with ads suggesting the uproar over his racial remarks raised U.S. awareness of race relations and sexism.

Imus was fired last week from his nationally syndicated CBS radio show, simulcast on the MSNBC cable network, after calling the Rutgers University women’s basketball team “nappy-headed hos.” on the air.

The Beaverton, Ore., supplier of athletic shoes, apparel and sports equipment took out a full-page ad in The New York Times Sunday, followed by banner ads on several Web sites, thanking Imus — without mentioning his name — for bringing race relations and sexism to the forefront, Advertising Age reported.

The print ad says: “Thank you, ignorance. Thank you for starting the conversation. Thank you for making an entire nation listen to the Rutger’s (sic) team story. And for making us wonder what other great stories we’ve missed.

“Thank you for reminding us to think before we speak,” it continues. “Thank you for showing us how strong and poised 18- and 20-year-old women can be.”

The ad says the controversy “unintentionally” moved women’s sports forward.

“And thank you for making all of us realize that we still have a long way to go,” it says.

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