In The Shadow …

June 24th, 2011 at 12:14 AM ^

What the hell were they thinking???  I know that there is a huge drug culture out there but did they honestly think they wouldn't face an even bigger amount of backlash from the antidrug groups and fans.

Zone Left

June 24th, 2011 at 12:16 AM ^

Is there anything you can possibly say? A t-shirt with picture of a pill bottle with stuff falling out of it and the the caption "Dope?" Just wow.

turbo cool

June 24th, 2011 at 12:22 AM ^

This is really, really stupid. This goes against everything they've ever promoted and it's sad that there were enough people at Nike (of all companies!) to sign off on this.


June 24th, 2011 at 12:25 AM ^

Especially since steroid use has adopted the term "doping".  You would think a prominent athletic apparel company wouldn't promote a "Dope" t-shirt whether it be drugs or steroids, both of which being illegal in practically all sports Nike supports.


June 24th, 2011 at 3:31 PM ^

To be fair, that can be said of all the major apparel manufacturers.  But it's true that Nike has historically tried to be edgy in its marketing campaigns and has often embraced controversial athletes.  When Adidas dumped Kobe after his rape charge, for instance, Nike quickly swooped in.  Phil Knight's always been a bit of a devil-may-care kind of guy.

Dennis Talbott…

June 24th, 2011 at 12:54 AM ^

It's a pill bottle with surf boards and other extreme sports equipment like skateboards spilling out.  I'm not sure if that's meant to show that sports can replace drugs, or just pander to the druggy/extreme sport stereotype.  I'm guessing it's the latter, but when asked, the nike PR will say it's intended to be the former.


June 24th, 2011 at 1:50 AM ^

Nike is a marketing company.  Like it or not, these are going to sell but it makes me wonder why Nike would want to go this route.  My mom does a fundraiser called "drugs are trash" and whenever I wear one of the shirts (I get tons of free shirts), stoners always want to know where they can buy one.


June 24th, 2011 at 2:04 AM ^

Not all the shirts have controversial terms. Other shirts include the phrases "F Gravity" and "Get Wet."

This AP writer is clearly on the ball here.


June 24th, 2011 at 2:40 AM ^

I would have loved one of these when I was 18-25 or so.  Most people are going to "experiment" with drugs at about the age where T-shirts are popular, so T-shirts with a allusions to drugs are a natural.  The shirts aren't going to influence anyone to do drugs.  They will definitely be popular with those who already do, though.

Besides, as far as the criticism goes, to quote a second-rate professional wrestling promoter, "controversy creates cash."  Any articles criticizing the shirts are pretty much free advertising for them.    Also, they can "turn a lemon into lemonade" by saying the shirts are meant to show that you should get "high" by playing sports instead of doing drugs.  

I like the first shirt and I like the business strategy.  


June 24th, 2011 at 9:43 AM ^

I understand their business strategy and what these shirts are intending to communicate, but its creating controversy and alluding to drug use for a vulnerable age group (and probably their leading income demographic). Call me old-fashioned, but I don't agree with subliminal and overt drug references to generate revenue.


June 24th, 2011 at 6:57 AM ^

I hate Mayor Menino. He's an absolute bafoon and a poor representative for the city. I have no idea how he's still in office (well may be one or two). However, those shirts are kind of dumb. I hate Menino so much, I did think of buying them and wearing them around Boston, but then I realized I'd feel like an idiot.


June 24th, 2011 at 8:07 AM ^

Just wait until the fall line comes out for Nike. They will feature hooded sweatshirts with Lets Ski, with two lines of cocaine on the front, Get wasted, as well as the soon to be hit, Get Raped.


June 24th, 2011 at 8:58 AM ^

I have two Nike shirts that say Higher Than Most on them with the Swoosh underneath the verbage. I was Wal Mart checking out and the cashier ask me what kind of high I was talking about. I was like wow ballsy. I am in the Marine Corps so I dont blaze and when I bought the shirts that didnt cross my mind. I havent worn them since and they match my Jordans. Frustating.


June 24th, 2011 at 9:35 AM ^

These shirts are exceptionally bad.

Nike (and other sports brands) clothing and logos were most popular for me and my peers in the very vulnerable middle school and early high school years. I can only imagine the response when kids see these shirts in stores, and they get their hands on it (through questionable parenting or whatever) and wear these to school.

What were Nike employees smoking up there in Oregon when they approved these?


June 24th, 2011 at 9:45 AM ^

Why are you guys getting so butt-hurt about this? 

Nike (whom I'm not a fan of in general) is doing a pretty solid ploy here. They are taking a chance, something most big brands don't do, and are trying to "take it back" with the exercise/sports are the perfect antidrug.

I don't do drugs but I'd wear these shirts just to have the conversation. I like irony, I guess.

If young kids wear these and understand the sports in place of drugs message at all, it's a win-win.

Plus, Nike is getting tons of free publicity for this (or will). Win-win again.

Promote RichRod

June 24th, 2011 at 10:11 AM ^

will actually buy these shirts to make an anti-drug statement?  Do you think the majority of the target demographic will have the mental capacity to even appreciate the subtle message?  I'm guessing kids will just be like "lol, drugs" and wear the shirt.

It's just a money grab and trying to cash in on cheap publicity.  Their marketing strategy is completely transparant.  They will get the buzz out there and then feign ignorance and outrage as they explain the "deeper meaning" of the shirts.

It's like the Simpsons (in its heyday) - it appealed to all age groups.  The younger crowd appreciates the obvious slapstick humor.  The older and intelligent crowd picks up on the subtle political humor, adult references, etc.  You can't attribute the show's success to one or the other.

You can't deny that a large (and probably overwhelming majority) of the buyers here are the slapstick crowd.  They see a way to wear a funny shirt that encourages drug use.  Even better, it's sanctioned by a major sports company so they have an out when they are challenged by concerned parents, teachers, etc.

It's a terrible (and terribly cynical) move by Nike that will result in a lot of cash, sadly.


June 24th, 2011 at 12:27 PM ^

Its always funny have the anti-drug crown gets up in arms anytime something like this comes out, when in reality the shirts are meant to 'recapture' or 'repurpose' the message that Dope and Get High, aren't about drugs, they can be about sports.  So somehow because a T-shirt with various board sports on it says Dope, means that Sally and Johnny are going to become sterior users?  Its just as likely to make them into the next Tony Hawk or Laird Hamilton or Jake Burton. 

How is this different than the anti breast cancer shirts that say Boobies or rape walk rallies or thousands of other double entendre marketing campaigns?