I posted this on the DCist about this - think its still true:
something worth mentioning...
isn't there a high likelyhood that Nike just wants to get sued here? think about it - this ad was just a PDF online, and I'm sure a print flier or something put up around cities. surely not an expensive campaign by Nike standards, and I guarantee you that they're not stupid enough to rip off that image without asking permission and think they won't get sued.
so this is what I imagine the rationale was:
Rip off Minor Threat cover. Minimal ad costs at first. Get sued by Dischord. Settle out of court for a few million bucks (which is likely still cheaper than the usual ad campaigns). Get lots of press associating Nike with Minor Threat. Get street cred for skateboarding line, because now Nike is not just "evil corporation," but an "evil corporation that knows good music."
I think its a rather brilliant publicity move. Shady? Definitely. But probably is going to have exactly the effect that they want, and likely the one that they planned for.
Posted by: Chris at June 24, 2005
Obviously the apology made the indie cred point abundantly clear - so now they don't get sued, and still get the press for it. Brilliant.