In the last decade, if there is one word in the English language that has been overused, saturated news, incited emotions and charged political conversations… it is COMBAT. So, as Nike held a press conference this morning in New York to announce the release of its newest line of college football clothing and accessories, as expected, mixed reactions have met this new marketing ploy.
In total, ten teams from across the nation were selected to wear Nike’s new uniforms, adorned with color, style and graphics. At first glance, the Nike Pro Combat Uniform presents a pretty harmless offering that sports a flair and projects a competitive mindset. Yet, if one considers the immeasurable angst this country has experienced since September 11, 2001, stemming from the World Trade Center attacks, quickly followed by the invasion of Iraq, Afghanistan and now who knows where next; the decision to name the Nike uniform ‘Pro Combat’ may begin to appear a massive blunder. At a minimum, potentially unwise.
Is it 'Show Me the Money' or 'Protecting the backs of College Football Players'?
The use of the term ‘combat’ serves to blur the lines and muddy national priorities for everyone. Confusion, borderline disrespect for what it means to be at war and the further desensitization of violence are real and possible outcomes. Issues affected include foreign affairs, the cost of freedom and its relationship to the economy and financial health of the country, family and/or domestic violence. And last, but certainly not least, empathy for returning veterans (especially those that have been injured or have sacrificed their lives) for the United States of America, its citizens and what they represent (freedom, honor and dignity).
One has to wonder; surely Nike had done its research and was cognizant of the risks associated with such a product name. Were those risks properly and adequately vetted or merely identified, with the ultimate decision made to maximize corporate profits and growth, with the conscious acknowledgement to accept whatever risks presented themselves in the process? Only a handful of corporate Nike executives likely know the answer to that question.
Admittedly, college football and from a larger perspective, sports, have grown in popularity and have undoubtedly contributed to the financial health of numerous demographic or societal markets (college towns, clothing, electronic devices, gaming, advertising), yet there is without question, a dark side to this campaign. Exploiting people’s emotions, current events and political platforms for corporate financial gain is indeed questionable. Some may call it “The American Way”. Others may label it as a contributing factor to the continued decline of American society, values and national image influence throughout the world. American football is just a game, right?
Take a look at the 'Canes new Pro Combat Uniform here.
Visit the Official Nike Blog for additional information.
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