Nike using Imus to their brand advantage

[Mish]

I love this.... the message being "always try to profit from someone else's stupidity..."



Published: April 17, 2007

NEW YORK (AdAge.com) -- Now Nike has entered the Don Imus fray, hoping a new ad will spark continued conversation about race in America.

Dean Stoyer, Nike's U.S. media-relations director, said the company was inspired by the women's team at Rutgers, which happens to be a Nike school.

The sports-apparel giant took out a full-page ad in the Sunday, April 15 edition of The New York Times, followed by banner ads on several websites that indirectly thank Mr. Imus for bringing the issues of race relations and sexism to the forefront.

Fired by employers
Mr. Imus on April 4 called the Rutgers University women's basketball team "nappy-headed hos" following the team's loss to Tennessee in the NCAA national championship game. Following a national uproar that prompted a gaggle of sponsors to withdraw their advertising from his nationally syndicated CBS radio show and the TV simulcast on MSNBC, Mr. Imus was fired by both employers.

The print ad does not mention Mr. Imus by name. It reads:

"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.
Thank you for showing us how strong and poised 18 and 20-year-old women can be.
Thank you for reminding us that another basketball tournament goes on in March.
Thank you for showing us that sport includes more than the time spent on the court.
Thank you for unintentionally moving women's sport forward.
And thank you for making all of us realize that we still have a long way to go.
Next season starts 11.16.07."