Nike getting in touch with its violent side

Howifight Nike’s new South African campaign, “How I Fight,” shows athletes using their bodies as weapons. This is a strategy above reproach. Employing it in South Africa, a murder-ravaged nation, couldn’t possibly be construed as a cheap effort to generate controversy and free publicity, could it? Also, South Africa happens to be staging the soccer World Cup in 2010. There’s never been any violence associated with soccer, has there? Hopefully the matches will be peaceful affairs, allowing the global audience to concentrate on the high level of play ... and the inevitable sea of swooshes. I just noticed, the swoosh sort of resembles a scythe. The Grim Reaper carries one of those, doesn’t he?

—Posted by David Gianatasio

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