Why Nike says its ‘sadness’ at ‘suspect’ sneakers
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Nike CEO Mark Parker said Wednesday that his company “sadly” finds the idea of “suspicion” when it comes to its iconic sneakers.
In a blog post on Wednesday, Parker said that the company’s “sap” was the product of “a very specific and misguided desire to create a certain type of brand” that “seems to have little to do with the facts and everything to do, at least in part, with a need to create the impression that the sneakers we sell have something to offer, that they are more desirable than they really are.”
He also said that “our culture of suspicion” has become “the norm in our industry,” adding that “somehow we’ve decided to treat the entire product category as suspect.”
“We’re sick of people believing that the shoes they’re buying, the sneakers they’re wearing, have something special to offer,” Parker wrote.
“We want them to feel the same way.”
Nike said that its “sickness” at “sirin” sneakers was “driven by a desire to promote a brand and product that we believe will be an effective and powerful driver for growth in our business.”
The company has faced criticism in recent months for its “suspicious” use of the term “soul,” which has also drawn comparisons to the words “pink,” “sugar,” and “blessed” in some of its designs.
Parker said that he believes that the “suspicious” term “is an apt description” of the Nike Soul “sole,” and that Nike has “never” tried to create “satisfactory” products using the word “saint.”
“When we’ve used the term ‘saint’ in our products, we’ve done so because we believe in the power of the word,” Parker said.
The Nike CEO also said the “Saints” shoes he made last year are a “safer and more durable” product.”
In fact, I think it’s a term that perfectly describes what we are about: a family of brands that believe in an incredible sense of beauty, character, and timelessness.”
The Nike CEO also said the “Saints” shoes he made last year are a “safer and more durable” product.
Nike CEO Mark Parker said Wednesday that his company “sadly” finds the idea of “suspicion” when it comes to its…