Nike blasted for "fiery" Australian Open promo
<p>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<span> </span><em>Australian Open</em><span> </span>apparel.</p>
<p>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.</p>
<p>“Averaging more than 100 degrees (37 degrees Celsius), the heat challenges players and, in turn, NikeCourt’s apparel designers to outduel the fiery conditions.”</p>
<p>Tennis writer for the<em><span> </span>New York Times</em><span> </span>Ben Rothenberg quickly called out Nike’s poor choice of verbiage on Twitter.</p>
<p>“Juuuust a bit tone deaf here, Nike,” he said alongside a screenshot of the article.</p>
<blockquote class="twitter-tweet">
<p dir="ltr">Juuuust a bit tone deaf here, Nike. <a href="https://t.co/2wHl52PbP9">pic.twitter.com/2wHl52PbP9</a></p>
— Ben Rothenberg (@BenRothenberg) <a href="https://twitter.com/BenRothenberg/status/1213225461066584064?ref_src=twsrc%5Etfw">January 3, 2020</a></blockquote>
<p>A number of disgruntled users commented on the article’s wording, labelling the gaffe “appalling” and “inappropriate”.</p>
<blockquote class="twitter-tweet">
<p dir="ltr">Dear <a href="https://twitter.com/Nike?ref_src=twsrc%5Etfw">@Nike</a> how much are you donating to bushfire relief? Double it after this awful bit of copywriting. <a href="https://t.co/SKbPgcflpE">https://t.co/SKbPgcflpE</a></p>
— NoughtyTea (@WTAInsideher) <a href="https://twitter.com/WTAInsideher/status/1213236821133611009?ref_src=twsrc%5Etfw">January 3, 2020</a></blockquote>
<blockquote class="twitter-tweet">
<p dir="ltr">Tone deaf to the point of disrespectful.</p>
— AllAboutTennisBlog (@TennisBlogger1) <a href="https://twitter.com/TennisBlogger1/status/1213225938311401473?ref_src=twsrc%5Etfw">January 3, 2020</a></blockquote>
<blockquote class="twitter-tweet">
<p dir="ltr">.<a href="https://twitter.com/Nike?ref_src=twsrc%5Etfw">@Nike</a> should probably rethink the copy on this given the current situation. <a href="https://t.co/P7TKOlzyps">https://t.co/P7TKOlzyps</a></p>
— Greg Rohan (@gregsta82) <a href="https://twitter.com/gregsta82/status/1213257339748278273?ref_src=twsrc%5Etfw">January 4, 2020</a></blockquote>
<p>Nike later changed the phrasing on their website.</p>
<p>“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.</p>
<p>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.</p>
<p>Ash Barty saw the early signs of devastation when flying home across Australia following the<span> </span><em>Fed Cup<span> </span></em>final.</p>
<p>Last November, she found a nearby animal shelter and donated money as at that time, animals were the main causalities of the deadly flames.</p>
<p>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<span> </span><em>Brisbane International</em>, to the<span> </span><em>Australian Red Cross.</em></p>
<p>The winner of the tournament will earn more than $360,000 and begins on Monday.</p>
<p>“It's been really terrible, it really has. For me this started two or three months ago,” Barty said of the damage caused.</p>
<p>“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.</p>
<p>“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."</p>
<p>Nick Kyrgios revealed he would donate $200 for every ace he hits throughout summer.</p>
<blockquote class="twitter-tweet">
<p dir="ltr">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. <a href="https://twitter.com/hashtag/MoreToCome?src=hash&ref_src=twsrc%5Etfw">#MoreToCome</a> <a href="https://twitter.com/hashtag/StayTuned?src=hash&ref_src=twsrc%5Etfw">#StayTuned</a></p>
— Nicholas Kyrgios (@NickKyrgios) <a href="https://twitter.com/NickKyrgios/status/1212677231270645762?ref_src=twsrc%5Etfw">January 2, 2020</a></blockquote>
<p>20-year-old Australian-Spanish Alex de Minaur also pledged a further $250.</p>
<blockquote class="twitter-tweet">
<p dir="ltr">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. 😂😂😂 <a href="https://twitter.com/hashtag/dropthehammer?src=hash&ref_src=twsrc%5Etfw">#dropthehammer</a> <a href="https://t.co/SxMPs3XQud">https://t.co/SxMPs3XQud</a></p>
— alex de minaur (@alexdeminaur) <a href="https://twitter.com/alexdeminaur/status/1212686230296547328?ref_src=twsrc%5Etfw">January 2, 2020</a></blockquote>
<blockquote class="twitter-tweet">
<p dir="ltr">I will be donating $100 for every Ace I hit during the Australian Open Swing + every Ace <a href="https://twitter.com/ashbarty?ref_src=twsrc%5Etfw">@ashbarty</a> and I hit as a team in doubles at the <a href="https://twitter.com/AustralianOpen?ref_src=twsrc%5Etfw">@AustralianOpen</a>, to help support those affected by the wildfires in Australia. I love you Australia 🇦🇺❤️ <a href="https://twitter.com/hashtag/everylittlehelps?src=hash&ref_src=twsrc%5Etfw">#everylittlehelps</a> <a href="https://t.co/6fIu0nyinA">pic.twitter.com/6fIu0nyinA</a></p>
— Jule Goerges✌️🇩🇪 (@juliagoerges) <a href="https://twitter.com/juliagoerges/status/1213588854747357191?ref_src=twsrc%5Etfw">January 4, 2020</a></blockquote>
<blockquote class="twitter-tweet">
<p dir="ltr">Well guys, you know I love Australia, but you also know I don't hit too many aces 😜<br /><br />Sooo I want to help and my pledge is this... every time I give <a href="https://twitter.com/darren_cahill?ref_src=twsrc%5Etfw">@darren_cahill</a> a hard time in my box during all my matches in Aus, I will donate $200.<br /><br />This way I will raise a lot more money ❤️🇦🇺</p>
— Simona Halep (@Simona_Halep) <a href="https://twitter.com/Simona_Halep/status/1213659339107504133?ref_src=twsrc%5Etfw">January 5, 2020</a></blockquote>
