How Nike put its foot in it

Could your good intentions be the cause of your next crisis media management incident?

And see your reputation take a hammering?

While marketing and advertising activities may not be included in every brand’s crisis communication plan, Nike has just provided an example of why they should.

The sportswear giant’s latest effort has certainly gained lots of attention.

But not in a good way.

In fact, the company has put its foot in it with a sign that has seen it accused of being exclusionary and dismissive.

The sign ahead of the Boston Marathon said: "Runners welcome. Walkers tolerated."

Just four words.

But those words triggered a huge backlash, particularly the ‘tolerated’ one.

The sign was meant to be cheeky, motivational and inspiring for competitors in the world's oldest continuously run marathon. The race is regarded as one of the toughest marathons, with tough qualifying times for entry (not to mention a part of the course called Heartbreak Hill).

But these good intentions turned out to be more than a reputational stumble.

Robyn Michaud, a competitor in the adaptive division of the marathon, was among those to air their criticism on social media.

Alongside a picture of the poster, she said: “Due to a spinal cord injury, I HAVE to take walk breaks.

'Even with a cyst in my spinal cord, I still regularly break 5 hours in Boston and plan to again this weekend. Thank you for TOLERATING me, @Nike.”

Running influencer Andy Glaze said on TikTok: “Let's not shame people for their pace.”

Elizabeth Ropp, another running influencer, posted on Instagram: “So, you are telling me my recent marathon finish where I battled cramping and dehydration I was only tolerated?”

She added: “This kind of mentality is not edifying, in my honest opinion.”

How did Nike respond to the backlash?

Well, it took the offending sign down and replaced it with a new one, which read: “Boston will always remind you, movement is what matters.”

It also released a statement.

The brand said: “We want more people to feel welcome in running - no matter their pace, experience, or the distance.

“During race week in Boston, we put up a series of signs to encourage runners. One of them missed the mark. We took it down, and we’ll use this moment to do better and continue showing up for all runners.”

That is an interesting crisis communication response.

The company took quick, decisive action, which is a big tick.

And the statement is clear and simple, with an acknowledgement that it got it wrong and a promise to do better in future. There is also a nod to inclusivity.

It feels like the brand has listened to what people – its customers – have been saying.

What it lacks, though, is an apology. And I’m surprised by that, given the scale of the fallout.

A “we are sorry” was needed.

How has mainstream media covered the story?

Simply put, the headlines have been humiliating for Nike.

Arguably, they are more painful than trying to make it up Heartbreak Hill.

Here’s a taste of the coverage:

Can it quickly rebuild its reputation?

Nike is obviously a massive brand with global appeal and it will clearly survive.

But it’s a damaging blow to its reputation among runners, a market it no longer dominates.

The company trails Brooks, Hoka, New Balance, Asics, and Saucony in the speciality running shoe market, according to recent data.

Insulting runners doesn’t feel like the best approach to winning more of them back.

What is also interesting about this crisis is that Nike has been using similar advertising in the UK. And meeting an almost identical backlash.

It has recently found itself accused of shaming Parkrun walkers and of elitist marketing.

A series of billboards was put up at locations for the popular runs known for their inclusivity.

One read: “You didn’t come all this way for a walk in the park.”

The result?

Another set of uncomfortable headlines:

Parkrun CEO Lil Duggan responded to marketing by saying: "Everyone is welcome, regardless of pace, background, or ability.

“All participants are celebrated, whether they choose to walk, run, volunteer or simply come along to support those taking part and soak up the feel good atmosphere."

Damaging marketing errors on both sides of the Atlantic at almost the same time is quite the blunder and suggests its latest messaging has not been well developed or tested.

The newsjacking race

Newsjacking is currently being mentioned more frequently in our crisis communication blogs.

There appears to be a greater willingness among brands to capitalise on rivals in the spotlight.

We recently highlighted how Iceland offered a job to the Waitrose worker who was dismissed after attempting to stop a shoplifter.

And how Norwich City Football Club attempted to make the most of an uncomfortable time for rivals Ipswich Town.

We can now add Asics and Ecco to the list.

Athletic brand Asics put up a poster near the Boston Marathon finish line that said: “Runners. Walkers. All welcome. Move your body, move your mind.”

And Ecco put up adverts in the city that said: “No run intended. Walk your walk.”

Ezra Martin, from Ecco, told PR Week: “You wouldn’t expect walking to be part of the marathon conversation, but because of Nike’s ad, walking turned into a current cultural conversation.

“Because our shoes are fundamentally designed for walking, it was an opportunity for us to pivot that conversation to be more about Ecco.”

Newsjacking when a rival is in a crisis is not without risk.

But it seems that more and more brands are thinking ‘Just do it’.

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