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    • CommentAuthorsooo
    • CommentTimeOct 30th 2019
     

    It’s typically a bad sign when a brand removes Adidas Ultra Boost Womens a product from stores. For Nike, pulling the latest iteration of its hit Air Max 1 sneakers may prove to be a masterstroke.

    Earlier this week, the footwear giant said it wouldn’t be selling a new edition of its Air Max 1 USA sneakers that were supposed to go on sale this week to coincide with Nike Air Pegasus 83 Dames the USA's Independence Day holiday. The sneaker’s design included an American flag from the 1770s attributed to Betsy Ross — a symbol associated with the country’s founding but that in recent years has also been co-opted by extremist groups.

    Nike has asked for the footwear to be shipped back by retailers, though a few pairs have popped up in the secondhand market. On Tuesday, StockX pulled the sneaker from its site, where pairs were listed for $2,500. CEO Scott Cutler told BoF that “the sale of this product on our platform does not align Nike Air Max 90 Dames with our value system.”

    Nike’s move touched off a firestorm of criticism, with conservative politicians, including Sen. Ted Cruz (R, Texas) calling for a nationwide boycott, and Arizona Gov. Doug Ducey ordering a state agency to pull subsidies for a planned Nike factory.

    But for Nike, pulling Adidas ZX 750 Damen the shoes was meant to send a powerful signal to its young customers that the brand shares their values, and is willing to weather criticism in order to prove it. According to The Wall Street Journal, Nike’s decision was informed by brand ambassador and former NFL star Colin Kaepernick, who complained that the Betsy Ross flag is offensive because it’s a symbol that’s recently been associated with slavery. The flag is being used by hate groups like the Ku Klux Klan and Identity Evropa, a white nationalist group, according to CNN; the Adidas Stan Smith Mujer flag represents an aspirational callback to a time when slavery was legal.

    In a statement emailed to BoF, Nike said that the company regularly has to “make business decisions to withdraw initiatives, products and services” and that it pulled the sneakers “based on concerns that it could Nike Air Max 90 Damen unintentionally offend and detract from the nation’s patriotic holiday.

    The Nike controversy speaks to how America’s culture wars are invading the retail sector with increasing regularity. Brands are now facing pressure to choose a side on controversial issues that at first glance have little to do with sneakers or fashion, from LGBT rights to abortion and gun control.

    Nike has been at the forefront of brand activism since the footwear giant announced Kaepernick would be starring in its “Just Do It” ads in 2018. The hiring of the former football player, who in 2016 began to kneel during the American National Anthem at football games to protest police brutality against Black Americans, sparked a conservative backlash on social media and calls for a boycott. But joining forces with Kaepernick proved to be a smart move, endearing Nike Benassi Dames Nike to its young fans, who overwhelmingly supported the athlete. And while social media is once again currently brimming with hundreds of thousands of angry responses to Nike, analysts expect a similar outcome.

    “This is a move that’s going to speak to Nike Air Force 1 Damen its customers,” said Matt Powell, vice president and senior industry advisor for The NPD Group. “Nike’s core demographic is with teens, and the teen consumer aligns with this position that the symbol is offensive to some.

    While some conservative shoppers might say they are swearing off Nike, Powell believes it was important for Nike to show where it stands.

    “The young consumer in the United States is demanding that brands take visible positions on social issues, and they are likely progressive in their political leanings,” he said.

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