Athletes love Nike, and Nike returns the favor by using pro athletes to endorse various items in their product line. But as
Marketing Blurb reminds readers every few weeks—celebrities are in the business of always promoting themselves and not your brand. In fact, most celebrities trash your brand with their inappropriate behavior. Unfortunately, a number of brands desire such a “bad boy / bad girl” image. Historically, Nike just
looked the other way when one of their athletes was accused or convicted of wrong-doing. But according to
The Wall Street Journal (paid subscription required,) Nike has decided to take a pre-emptive strike by terminating its contract with Olympic sprint champion Justin Gatlin and his coach Trevor Graham as a result of doping allegations. Justin tested positive for a prohibited anabolic agent at the Kansas Relays on April 22. Although he is not yet formally accused of misconduct by the antidoping agency, Nike is not waiting for his likely censure.
Marketing Blurb applauds Nike's decision to claim the high ground and drop Gatlin's endorsement. We believe the
Goddess Nike is a better spokesperson for their brand.
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