From The “When Ethics Alarms Don’t Ring” Files, Cultural Illiteracy Section: Nike’s Gaffe

Pop quiz,  Ethics Alarmers: if you worked for Nike, and learned that it was about to launch a new campaign promoting the brand’s  Trail Running collection with this—“The Lost Cause…Because the lost cause will always be a cause worth supporting”—what would you do?  I assume that most of you would immediately recognize that the Lost Cause, in American historical context,  refers to the sentimental, romantic and  troubling interpretation of the Confederacy’s defeat, in which slavery is recalled as a benevolent institution and the Civil War as a noble effort by the South to protect a civilization now “gone with the wind”—the title of the film which, coincidentally, I am watching as I type this.

But as The Washington Post reported, it took historians blowing whistles at Nike to alert the company that the campaign was an epic gaffe, causing Nike to pull it within hours. Continue reading