Nike Pulls “Major Threat” Ad and Releases Apology

Pitchfork released the following as a follow-up to Thursdays report on what a Crap-Job Nike did with their most recent skateboarding ad. Caroline Bermudez reports: On Thursday, we reported that Nike Skateboarding used a classic Minor Threat album cover for its “Major Threat” 2005 East Coast Tour posters without asking permission. Much had been heard from the justifiably angry Dischord Records camp, including former Minor Threat frontman and label co-founder Ian MacKaye, who expressed his outrage towards the sneaker conglomerate. Nike had remained oddly silent until yesterday, when it issued a formal apology to both Dischord and Minor Threat. In its letter of mea culpa, Nike Skateboarding states, “Because of the album’s strong imagery, and because our East Coast tour ends in Washington DC, we felt it was a perfect fit. This was a poor judgment call and should not have been executed without consulting Minor Threat and Dischord Records.” The letter also says that the advertising agencies Wieden Kennedy and Odopod should not share blame for the poster image. Furthermore, Nike Skateboarding has removed all print and digital flyers for the tour bearing the Minor Threat image.

In an attempt to make peace with the legendary hardcore band, the letter extends this olive branch: “All of the Nike employees responsible for the creation of the tour flyer are fans of both Minor Threat and Dischord records [sic] and have nothing but respect for both.” See guys, it was a case of idol worship gone terribly wrong! Nike is totally down with underground music and skate culture. It is unclear whether Dischord will pursue future action against Nike. No responses to the letter have been made by MacKaye or anyone else at Dischord. Here’s the apology in full:

June 27, 2005
To: Minor Threat, Dischord Records and fans of both
Re: Major Threat East Coast Tour Poster

Nike Skateboarding sincerely apologizes for the creation of a tour poster inspired by Minor Threat’s album cover. Despite rumors being circulated, Wieden amp; Kennedy and Odopod had nothing to do with the creation of this tour poster and should not be held accountable. To set the record straight, Nike Skateboarding’s “Major Threat” Tour poster was designed, executed and promoted by skateboarders, for skateboarders. All of Nike employees responsible for the creation of the tour flyer are fans of both Minor Threat and Dischord Records and have nothing but respect for both.

Minor Threat’s music and iconographic album cover have been an inspiration to countless skateboarders since the album came out in 1984. And for members of the Nike Skateboarding staff, this is no different. Because of the album’s strong imagery and because our East Coast tour ends in Washington, DC, we felt that it was a perfect fit. This was a poor judgment call and should not have been executed without consulting Minor Threat and Dischord Records. We apologize for any problems this may have caused, and want to make very clear that we have no relationship with the members of Minor Threat, Dischord Records and they have not endorsed our products. Every effort has been made to remove and dispose of all flyers (both print and digital). Again, Nike Skateboarding sincerely apologizes to Minor Threat and Dischord Records. Sincerely, Nike Skateboarding.