{"id":5508,"date":"2019-02-05T15:18:29","date_gmt":"2019-02-05T15:18:29","guid":{"rendered":"https:\/\/thesocialelement.agency\/?p=5508"},"modified":"2023-10-20T21:07:37","modified_gmt":"2023-10-20T20:07:37","slug":"nike-stands-firm-as-air-max-faces-recall-demands","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/nike-stands-firm-as-air-max-faces-recall-demands","title":{"rendered":"Nike stands firm as Air Max faces recall demands"},"content":{"rendered":"<p><span style=\"font-weight: 400\">You walk in to Nike Town almost anywhere in the world and you\u2019ve entered one of the most ethnically diverse environments you can ever find in a retail store. As we have said before, Nike is a brand with a <\/span><a href=\"https:\/\/thesocialelement.agency\/crisis-management-strategy-nike-a-brand-with-purpose\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">clear purpose<\/span><\/a><span style=\"font-weight: 400\"> that it is prepared to make sacrifices for. It clearly values culture, religion and language, supporting a culturally diverse society, and allows for its community to set the tone of voice for its products and ads.<\/span><br \/>\n<span style=\"font-weight: 400\">But recently, the leading global brand in sportswear and pop culture offended Muslims around the world when its \u201cAIR MAX\u201d logo was perceived as resembling the word \u201cAllah\u201d in Arabic. Unintentional of course. For most, this is no harm whatsoever, but for some this is a huge design flaw. With Nike being such a multicultural organisation, has this been a lack of attention to detail, communication or maybe even a lack of cultural or religious awareness?<\/span><br \/>\n<span style=\"font-weight: 400\">Petitioner Saiqa Noreen, along with 14,000 other Muslims, has labelled this error as a \u201cBlasphemous and offensive logo\u201d, demanding that Nike recalls the new Air Max 270 trainer.<\/span><br \/>\n<span style=\"font-weight: 400\">A Nike spokesperson issued a statement in response to the scrutiny the brand has faced: <\/span><i><span style=\"font-weight: 400\">\u201cNike respects all religions and we take concerns of this nature seriously. The AIR MAX logo was designed to be a stylized representation of Nike\u2019s AIR MAX trademark. It is intended to reflect the AIR MAX brand only. Any other perceived meaning or representation is unintentional.\u201d<\/span><\/i><br \/>\n<b>What can brands learn from this and how can they avoid facing the same problems with their consumers?<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Have empathy and sensitivity towards religious and cultural groups and test new branding with focus groups ahead of launch (see Sherry Wilcox\u2019s blog on this issue, here: <\/span><a href=\"https:\/\/thesocialelement.agency\/is-crowdsourcing-a-logo-the-solution-to-redesign-backlashes\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">https:\/\/thesocialelement.agency\/is-crowdsourcing-a-logo-the-solution-to-redesign-backlashes\/<\/span><\/a><span style=\"font-weight: 400\">) <\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Be prepared for, and have the ability to manage potential backlash on mainstream media and social networks. Nike is well-versed in dealing with a backlash, but it certainly won\u2019t want to be accused of cultural insensitivity <\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Tailor or adapt your tone of voice when facing a backlash from consumers, particularly around an issue that is culturally sensitive <\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Improve internal quality checks and internal communications in place before launching a new product or service. This could spot an issue before it goes live even with a test audience<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Have processes in place to check any new branding against cultural, religious and political views. <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">Simple checks like this will avoid an unforeseen backlash, and show the brand to be culturally fluent to all its consumers. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>You walk in to Nike Town almost anywhere in the world and you\u2019ve entered one of the most ethnically diverse environments you can ever find in a retail store. As we have said before, Nike is a brand with a clear purpose that it is prepared to make sacrifices for. It clearly values culture, religion&hellip;<\/p>\n","protected":false},"author":40,"featured_media":23376,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sync_status":"","episode_type":"audio","audio_file":"","transcript_file":"","castos_file_data":"","podmotor_file_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","footnotes":""},"categories":[7,290],"tags":[],"series":[],"episode_featured_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2023\/10\/jairus-gallimore-scaled.jpg","episode_player_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2019\/01\/Genuine-Humans.jpg","download_link":"","player_link":"","audio_player":false,"episode_data":{"playerMode":"light","subscribeUrls":{"amazon":{"key":"amazon","url":"https:\/\/music.amazon.com\/podcasts\/3abc34c3-ff60-4a78-b347-6119461b7ed1\/GENUINE-HUMANS","label":"Amazon","class":"amazon","icon":"amazon.png"},"apple_podcasts":{"key":"apple_podcasts","url":"https:\/\/podcasts.apple.com\/gb\/podcast\/genuine-humans\/id1561811296","label":"Apple Podcasts","class":"apple_podcasts","icon":"apple-podcasts.png"},"google_podcasts":{"key":"google_podcasts","url":"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly90aGVzb2NpYWxlbGVtZW50LmFnZW5jeS9mZWVkL3BvZGNhc3Q?sa=X&ved=0CAYQrrcFahcKEwiQz-mM7dzvAhUAAAAAHQAAAAAQAQ","label":"Google Podcasts","class":"google_podcasts","icon":"google-podcasts.png"},"spotify":{"key":"spotify","url":"https:\/\/open.spotify.com\/show\/7jkfw0qeUlwrauhfy2pCGU","label":"Spotify","class":"spotify","icon":"spotify.png"},"youtube":{"key":"youtube","url":"","label":"YouTube","class":"youtube","icon":"youtube.png"}},"rssFeedUrl":"https:\/\/thesocialelement.agency\/feed\/podcast","embedCode":"<blockquote class=\"wp-embedded-content\" data-secret=\"G4fVcihXnk\"><a href=\"https:\/\/thesocialelement.agency\/nike-stands-firm-as-air-max-faces-recall-demands\">Nike stands firm as Air Max faces recall demands<\/a><\/blockquote><iframe sandbox=\"allow-scripts\" security=\"restricted\" src=\"https:\/\/thesocialelement.agency\/nike-stands-firm-as-air-max-faces-recall-demands\/embed#?secret=G4fVcihXnk\" width=\"500\" height=\"350\" title=\"&#8220;Nike stands firm as Air Max faces recall demands&#8221; &#8212; The Social Element\" data-secret=\"G4fVcihXnk\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" class=\"wp-embedded-content\"><\/iframe><script type=\"text\/javascript\">\n\/*! 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