Commentary: Nike Tries Getting In Touch With Its Feminine Side

Sometimes it seems like Nike Inc. (NKE) just can't help but stick its finger in someone's eye. That became obvious during the Olympics when Nike, which made its name in the '90s with edgy, in-your-face advertising, featured a spot showing runner Suzy Favor Hamilton escaping a would-be chainsaw murderer. The ad flashed the question, "Why sport?" followed by the answer: "You'll live longer." Nike says it was intended to be a spoof of a horror movie. Consumers balked at what they saw as a jokey portrayal of violence against women, and NBC yanked the ad.

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