Nike to Drop Offensive Hyperdunk Ads

Nike said Friday it would pull its print ads for its Hyperdunk basketball shoes, responding to criticism that they fed homophobic views.

Nike previously defended the ads but said it would withdraw them as quickly as possible "to underline our ongoing commitment to supporting diversity in sport and the workplace," The [Portland] Oregonian reported.

The ads, which were created by Portland's Wieden+Kennedy agency, were titled "That Ain't Right," "Isn't That Cute," and "Punks Jump Up."

One ad showed a basketball player dunking over another. The crotch of the player dunking was planted firmly in the other player's face. The ad sported a large tag line: "That Ain't Right."

Earlier, Nike had said the ads were "based purely upon a common insight from within the game of basketball -- the athletic feat of dunking on the opposition -- and is not intended to be offensive."

Nike also reiterated its "history of supporting athletes regardless of their sexual orientation." Nike has been praised by gay rights advocates for supporting a 2007 Oregon law banning discrimination against gays in work, housing, and public places.

An after hours call to Nike corporate communications rang unanswered Friday. (AP)

Reader Comments

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Name: Nick
Date posted: 2008-07-30 6:10 PM
Hometown: LA

Comment:

I think it's a bit ridiculous that there are all of these lawsuits against companies for being "homophobic." As stated in another comment, who would want some guy's sweaty package rubbed up in their face during a basketball game? Okay, depends on who you are, but generally that's not something the average guy, gay or straight, wants. I think by claiming that such ads are "homophobic" is giving anti-gays more of a reason to criticize: we are not assimilating. All of this political correctness is rather irritating, if you ask me. So many gays have no problem with making fun of heterosexuals, but the second the cards get flipped, we're protesting and filing lawsuits. C'mon people! It takes two to tango. If you can't learn to laugh at yourself, then you have no right to laugh at anyone else.

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