Thursday, July 31, 2008


When Nike named it's new spot Courage, the brand had no idea that it would soon need some of its own.

A few months ago, Speedo built a better swimsuit. A seamless, pricey, high-tech marvel named the Lzr. Nike swimmers put up a brave front. But as world records fell, it became pretty clear that any athlete not wearing Speedo or Tyr will be at a major disadvantage in Beijing.

So Nike finally did what it had to do. It told its swimmers they could switch suits for the Olympics.

It wasn't a move Nike had to make. Few would have noticed if Nike's swimmers had failed to medal. (It's not like they sponsor Michael Phelps, Natalie Coughlin or Ryan Lochte.) But Nike had the courage to admit it was marketing an inferior product. And the beneficiary is the USA and our Olympic team.

It's not the sort of courage showed by, say, a firefighter. But for a brand that makes a living selling stuff to athletes, Nike showed some guts.

Cross-posted at 300 Spartans Gym.

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