Essay on Nike Legal

676 Words Apr 3rd, 2013 3 Pages
Nike has experienced many political and legal issues throughout its lifetime. From claims the company has used and continues to use sweatshops, to ties with terrorism, Nike has had a lot to overcome. These issues Nike has faced has shaped their current marketing strategies and led them to become one of the most recognizable brands in the world.
The largest political issue Nike has faced was with regards to the sweatshop and child labor scandal. Nike began manufacturing in South Korea and Taiwan in the early 1970s (Carty, 2002). They claimed that the lower production cost from cheaper labor was an irresistible draw. When the economies in those countries began to grow, Nike’s labor cost increased substantially, forcing them to look in
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If the plant does not score a passing grade, Nike will end contracts with that plant, encouraging all the manufacturing plants that they work with to improve their working conditions (Bushra, 2012).
Nike has had to face new laws that affect how they run their marketing campaigns. In the United Kingdom, Nike paid Wayne Rooney to advertise different products through his twitter account. Rooney tweeted “My resolution - to start the year as a champion, and finish it as a champion ... #makeitcount gonike.me/makeitcount.” (Furness, 2012). Rooney’s tweet was required to be taken down from twitter by the Advertising Standards Counsel because the tweet did not meet the advertising requirements in the United Kingdom. According to the Advertising Standards Counsel, the tweet had to identify that the tweet was associated with Nike communications by including a hashtag (Furness, 2012).
Nike has also had political forces affect their public image. An Al-Qaeda terrorist group has adapted the slogan just do it to encourage violence. The new terrorism slogan has been name the Nike Order (Dunn, 2010) by British officials, which affects the public view of Nike. Nike has yet to respond to this new trend.

Furness, Hannah. Wayne Rooney Remprimanded for Advertising Nike on Twiiter. 20 Jun. 2012. 2 Feb. 2013

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