Athletic apparel maker Nike (NYSE:) was doing a pretty good job of avoiding controversy with its products over the past few months.
Of course, that was before its decision to display the words “Gold Digging” on women’s T-shirts commemorating the 2012 Olympics.
When shoe companies got on the “toning footwear” band wagon, Nike stayed off. Nike also wasn’t the company that created “shackle sneakers” — that not-so-brilliant move was made by Adidas (PINK:
).
So one cannot help but wonder if Nike intended to stir a big ol’ pot of controversy by slapping a T-shirt with a slogan that has negative connotations. Whether or not people are offended by the tees, they are talking about them — and that type of publicity is hard to buy.
And Nike hasn’t apologized for the shirts, although in an official email statement sent to , the company said it meant no harm.
“Nike has consistently supported female athletes and the position they enjoy as positive role models,” the statement read. “The t-shirt uses a phrase in an ironic way that is relevant given it was released just as the world focused on the success of female athletes.”
I can see both sides of the issue.
Since the shirt is only available in ladies’ sizes, it’s understandable that some people would see it as a dig — cheesy pun intended — to women. Since the slang definition of gold digger is someone who marries for money, it looks like Nike overlooked that connotation and that comes across as insensitive.
As a public relations professional, I can say that I would have brought up that concern before the shirts were released.
However, I can also see the other side of the coin.
The phrase gold digging is attention-getting and can be interrupted as a fun play on words and not a put-down. It has been used by actual Olympians. Sydney Rae Leroux, a Canadian-born American soccer player who helped the U.S. women’s soccer team win gold last week, the following on the day of the gold medal match: “Gold digging tonight. Olympic final vs. Japan at 11:45AM PT. #america.”
I think there’s a quick fix to the problem if Nike is sincere that it was going for humor: make ’em for the men, too. A batch of shirts with the same phrase and male gold-medal winners’ names on the back would at least make things even.
