Nike Air Stab – Branding Gone Wrong

Nike (NYSE: NKE) pulled its Nike Air Stab product line from British stores this week in response to negative publicity related to rising knife attacks throughout the country.  It appears, consumers are so unsettled by the rise in violent crime involving knives and guns that even a brand name for a cross-training shoe could be cited as a source of blame.

Apparently, Nike’s concern over negative PR linking the Nike Air Stab to knife attacks in Britain doesn’t apply to other Nike shoes branded with knife references.  For example, Nike has no plans to pull its Pocketknife brand.  Nike claims that since the Pocketknife shoe is made to fold up and fit in your backpack, there is a true reason why the Pocketknife brand name applies.

The same can’t be said of the Nike Air Stab, which, according to Nike representatives, seemingly stands for nothing (despite the fact that Nike Air Stab shoes are imprinted with the logo Runnin’ ‘n’ Gunnin’ on the inner linings and heels).  According to a Times article, a spokesperson for Nike claimed to the press that the Nike Air Stab name was, “quite innocent really.”

What do you think?

If nothing else, use the Nike Air Stab as a branding lesson.  When you choose a brand name, look at it from all angles and consider how it may be perceived both now and in the future.  What sounds trendy or clever today, might have a very different meaning in five or ten years.

Image: Amazon.com