Nike blasted for "fiery" Australian Open promo
As the country faces extensive damage and a climbing death toll from the long-running bushfire crisis, Nike has received a brutal lashing over an ad for its new Australian Open apparel.
The major fashion brand has been forced to change the wording of an article detailing its new tennis collection, which said: “Melbourne also tracks the hottest temperatures of any of tennis’ four majors.
“Averaging more than 100 degrees (37 degrees Celsius), the heat challenges players and, in turn, NikeCourt’s apparel designers to outduel the fiery conditions.”
Tennis writer for the New York Times Ben Rothenberg quickly called out Nike’s poor choice of verbiage on Twitter.
“Juuuust a bit tone deaf here, Nike,” he said alongside a screenshot of the article.
A number of disgruntled users commented on the article’s wording, labelling the gaffe “appalling” and “inappropriate”.
Dear @Nike how much are you donating to bushfire relief? Double it after this awful bit of copywriting. https://t.co/SKbPgcflpE
— NoughtyTea (@WTAInsideher) January 3, 2020
.@Nike should probably rethink the copy on this given the current situation. https://t.co/P7TKOlzyps
— Greg Rohan (@gregsta82) January 4, 2020
Nike later changed the phrasing on their website.
“This garment is informed by Atlas body-mapping to identify the areas that tend to overheat (notably under the bra and at the neckline) and is pieced together to maximise breathability in those spaces,” the new write-off said.
In lieu of the oversight by the major fashion brand, tennis celebrities all over the world have made pledges to donate to charities working with those affected by the Australian bushfires.
Ash Barty saw the early signs of devastation when flying home across Australia following the Fed Cup final.
Last November, she found a nearby animal shelter and donated money as at that time, animals were the main causalities of the deadly flames.
As Australia now is suffering its worst wildfire season in recorded history with a death toll of 24, Barty is joining the fundraising for a wider relied effort by donating any prize money she wins at the Brisbane International, to the Australian Red Cross.
The winner of the tournament will earn more than $360,000 and begins on Monday.
“It's been really terrible, it really has. For me this started two or three months ago,” Barty said of the damage caused.
“We have to remember, this has been going on for a long time across our whole country. The first I saw of it was actually flying home ... to the east coast and we could see some of the smoke and some of the fires.
“Obviously the worst of it is still out there at the moment. Now it's not just the wildlife, it's also affected Australians with their lives and their homes."
Nick Kyrgios revealed he would donate $200 for every ace he hits throughout summer.
I’m kicking off the support for those affected by the fires. I’ll be donating $200 per ace that I hit across all the events I play this summer. #MoreToCome #StayTuned
— Nicholas Kyrgios (@NickKyrgios) January 2, 2020
20-year-old Australian-Spanish Alex de Minaur also pledged a further $250.
I like this I will go $250 per ace, just because I don’t think I’ll be hitting as many aces as you mate. 😂😂😂 #dropthehammer https://t.co/SxMPs3XQud
— alex de minaur (@alexdeminaur) January 2, 2020
I will be donating $100 for every Ace I hit during the Australian Open Swing + every Ace @ashbarty and I hit as a team in doubles at the @AustralianOpen, to help support those affected by the wildfires in Australia. I love you Australia 🇦🇺❤️ #everylittlehelps pic.twitter.com/6fIu0nyinA
— Jule Goerges✌️🇩🇪 (@juliagoerges) January 4, 2020
Well guys, you know I love Australia, but you also know I don't hit too many aces 😜
Sooo I want to help and my pledge is this... every time I give @darren_cahill a hard time in my box during all my matches in Aus, I will donate $200.
This way I will raise a lot more money ❤️🇦🇺— Simona Halep (@Simona_Halep) January 5, 2020