Thanks to Tony Goodson for highlighting this interesting initiative from the adbusters: an attempt to create a brand designed specifically to attack Nike, the blackSpot Sneaker. They say:

"For years, Nike was the undisputed champion of logo culture, its swoosh an instant symbol of global cool. Today, Phil Knight's Nike is a fading empire, badly hurt by years of "brand damage" as activists and culture jammers fought back against mindfuck marketing and dirty sweatshop labor.

Now a final challenge. We take on Phil at his own game - and win. We turn the shoes we wear into a counterbranding game. The swoosh versus the anti-swoosh. Which side are you on?

OUR KICK-ASS MARKETING STRATEGY: "Rethink the Cool" billboards start appearing near Nike's corporate headquarters in Beaverton, Oregon. Subvertisements ridicule Phil in the New York Times and on prime time TV. Mysterious black stickers appear around Phil's office HQ and on the windows of Niketowns worldwide. Our counterbrand grows like a virus out of Phil's."

Fascinating. It's not clear how exactly this "antibrand" will evolve but if it succeeds it's going to have to deal with all the issues any brand must face... the challenges of meeting the needs of all stakeholders. posted by Johnnie M, 8:31 AM  permalink