Wednesday 13 December 2017

Sinead Kissane: Soulless Mad Men-style advertising lines no match for real sports stories

"Nike have yet to get that image of Tiger Woods his trademark red T-shirt winning a red-emptive Major after his 'transgressions'"
Sinead Kissane

Sinead Kissane

Nike ads just don't do it for me. Not since the early 1990s when Nike packaged up former German golden girl Katrin Krabbe and sold her as a track icon with a clear conscience and Grace Kelly star quality.

The ad about her finished with the lines: "Then she wins world 100m and 200m championships. Then she goes home and sleeps very soundly."

If there was an updated version of that ad it would read something like: "Then Krabbe tested positive for the anabolic steroid clenbuterol. Then there was a ban and a law suit against the IAAF. Then the inconvenient truth of Krabbe's shady doping past was as good as written off by Nike as another one of their poor marketing decisions."

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