CAMPAIGN DIARY: I’M ONLY A PUNTER BUT

If there is one thing that really annoys me, it is kicking people when they’re down, which is why the recent criticism levelled at Nike irritates me so much.

If there is one thing that really annoys me, it is kicking people

when they’re down, which is why the recent criticism levelled at Nike

irritates me so much.



I’m happy to admit I love Nike. I love everything the swoosh stands for

and I won’t buy a pair of trainers that don’t sport the ubiquitous

logo.



So recent media scare-mongering claiming the trainers don’t give proper

support on the squash court has not put me off. Nor did the news (which

a lot of people knew already) that Nike paid Indian factories a pittance

to make the sports goods dissuade me from my quest to find the ultimate

pair of silver Air Maxes last year.



But I find it hard to understand how some people, namely the

self-proclaimed ’sports marketing experts’, can criticise a brand that

lifted the trainer industry to an all-time high by harnessing the sense

of exhilaration experienced by athletes.



In the 30 years since the company was founded, its logo has become as

famous as Volkswagen’s VW or McDonald’s golden arches. Can you name

another brand whose logo can communicate speed and credibility as

succinctly as the swoosh?



Nike has epitomised cool for as long as I can remember. Share the

rumours of the falling credibility of trainers in favour of ’brown

shoes’ (aka boots) with the millions of people over the world who still

buy Nike - if only for the fact it dared to back a beleaguered

footballer such as Eric Cantona when its support was most needed - and

watch their reaction.



The Nike brand is cool, its advertising is cool and that, rather than

falling profits or lack of confidence in its agencies, is what is

persuading the company to slow down its marketing efforts. Nike is

beginning to realise it doesn’t need to compete with Adidas or Reebok

any more. It’s already crossed the finishing line.



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