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Image: gawker.com
The print ads, accompanied by the slogan, "That ain't right," were dubbed homophobic, as well as offensive to African-Americans, by some bloggers and critics.
Concerns were first raised by gawker.com, in a blog post seen at does-nike-hate-gays-or-do-gays-hate-basketball.
"The joke here... is based on the implacable homophobia of straight jocks," the blog said in its post. "Nike should pull the ads. Or rework them to be friendlier to gay basketball fans, at least."
In a statement, Nike said the company would drop the ad campaign "to underline our ongoing commitment to supporting diversity in sport and the workplace."
But the ad in question, Nike said, is 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."
Last week, privately-owned candy maker Mars Inc pulled a television ad for its Snickers candy bar, according to civil rights group The Human Rights Campaign Foundation, which had claimed the ad stereotyped gay men. Last February, Mars also pulled an ad that had run during the Super Bowl after complaints by gay advocacy groups.
Are these ads taken in the wrong context, or should sport brands like Nike become more gay-concious? Share you views in the comment box below.
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| I think people should be able to take a joke. You can't read too much into this ad, I think its ridiculous to take it so seriously. I honestly believe they aren't taking a swipe at the gay community, and the fact that they pulled the ad proves this. Should Nike have been more sensitive to the gay issue, I don't think so, I'm no homophobe, I know a lot of gay men who would probably laugh their asses off at this ad. Over-sensitivity for the lose. | ||
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| G on 01 Aug at 10:20 |
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| I think the world has become too politically correct. This is a clear cut case of "harden the F@CK up". Qwelane rules! | ||
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| pellie on 01 Aug at 12:59 |
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| Go to the original site and the second point made is: "That humiliation arises from the balls-in-face aspect of the dunk, meaning it is fundamentally a homophobic sentiment. At least subconsciously." Am I missing something here? How can the "balls-in-face aspect" be a homophobic sentiment? Can someone please enlighten me. | ||
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| b2c3 on 01 Aug at 14:34 |
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| In one word - Americans!!! | ||
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| Fred on 01 Aug at 14:59 |
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| Hi I think that all the points made here are very relevant. One of the things that seems to be overlooked is that perhaps the brand involved is just trying to get some attention. I does seem an 'innocent' ad but obviously offensive. Do Nike and other brands not review their work before they publish ads like these. Are there no screening tests or second opinions asked before they launch? Like many celebrities, in and out of rehab, jail and of course making sextapes, this ad could be perceived as a publicity stunt. | ||
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| Chukkie on 02 Aug at 08:46 |
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| I think the fact that gays object is a type of self stereotyping - only they are allowed to have balls in the face??? Come on guys, it's only an ad . . . | ||
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| Julian on 04 Aug at 13:02 |
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| It just goes to show that people freak out about everything these days. I think the add rocks and it should be taken with a pinch of salt. As Julian says, it's just an add! | ||
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| Piet Lubbe on 04 Aug at 16:35 |
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