(Image Source: Sara Brown/Boston.com)
BY MEGAN NOE
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“Get High.”
“Dope.”
“Ride Pipe.”
All slogans you might associate with extreme sports...or illegal drugs. A new line of Nike T-shirts is sparking controversy, and a Boston mayor has had enough. WCVB has more.
“A new campaign featuring these shirts out on display at Niketown on Newbury is riling some shoppers-- and the mayor. ‘There’s a fine line between being edgy and stupid. They put their sneakers on and ran right over that.’”
Boston Mayor Thomas Menino sent a letter to the store’s general manager, asking the retailer to remove the shirts. The Boston Globe has Nike’s response.
“‘In no way does Nike condone the use of banned or illegal substances...The shirts are part of an action sports campaign, featuring marquee athletes using commonly used and accepted expression for performance at the highest level of their sport, be it surfing, skate or BMX.’”
And some agree. At The Mall of America, shoppers told KMSP they think it’s smart marketing.
“‘It’s fresh, it’s hip, it’s urban. I love it.’
‘I’m from San Antonio, Texas. My son loves stuff like this, so there’s nothing wrong with it. Get with the program!’”
But others tell WHDH they’re siding with Mayor Menino.
“‘It looks like pills spilling out of a bottle, but a closer look reveals snow and skateboards. And some drawing a drug link say it encourages a less healthy high.’
‘I’ve been an athlete my whole life. I don’t care what culture it is, it’s inappropriate, it’s condoning.’”
Still others say it doesn’t matter if the shirts are offensive-- the mayor is overstepping his boundaries. A Boston Herald columnist suggests what the Nike press release should have said.
“We didn’t mean to upset you, Mr. Mayor, and we really do appreciate all the free publicity. But this is America and we’re running a private business. We’re not changing our display for you or anyone.”
Today, the window display remains and as WFXT points out, the mayor’s crusade may be having the opposite of his intended effect.
“It seems like this is going to come down to who’s more powerful-- the mayor of Boston, or Nike.”
“Yeah, a little battle between the two of them. But if you look at the old saying, ‘There’s no such thing as bad publicity,’ considering how many people have stopped by to check out this display, Nike may have already won that one.”
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