Nike released this “Gold Digging” t-shirt yesterday in response to the great women Olympians in London. The description of the tee says, “We aren’t saying they’re gold diggers – we’re just saying that they’re out for the gold! What’s wrong with that?”
Nike has done an outstanding job of empowering female athletes in the past. They came up with the campaigns like “My Butt is Big,” which combatted the idea of the ideal woman’s body and highlighted female athletes’ strengths. My newest favorite is the commercial, “Voices,” which features Joan Benoit Samuelson, Diana Taurasi, Lisa Leslie and Marlen Esparaza. Each woman talks about the barriers they overcame to become the best in their sport. They share their voice with the younger generation.
Whereas those previous campagins have been praised, this t-shirt is getting some slack. Some wonder, “Did Nike really just called these women gold diggers?” Others say Nike is reclaiming this negative term/phrase, changing the symbol of “gold” from men’s money to a representation of women’s athletic achievement.
What do you think about this tshirt and marketing slogan?
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