Just thought I'd share this with all of you. The first e-mail touched off a lot of complaints to Nike from parents on CPParent (and others). I've then included Nike's response. 

Yvonne
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Posted to CPParent Oct. 21/00 :


<<<<<<An advertisement in Backpacker Magazine (October, 2000).
It is an ad for Nike ACG (All Conditions Gear) extreme sports trail
running shoe:

And I quote:
"...Fortunately the Air Dri-Goat features a patented goat-like outer
sole for increased traction so you can taunt mortal injury without
actually experiencing it. Right about now you're probably asking
yourself 'How can a trail running shoe with an outer sole designed like
a goat's hoof help me avoid compressing my spinal cord into a Slinky on
the side of some unsuspecting conifer, thereby rendering me a drooling,
misshapen non-extreme-trail-running husk of my former self, forced to
roam the earth in a motorized wheelchair with my name embossed on one of
those cute little license plates you get at carnivals or state fairs,
fastened to the back?'..."

Nike has a web site www.nike.com   On that site they have a "talk to us"
area to send messages.  I believe an apology should be printed, not just
the ad withdrawn.

It may also be helpful to contact Backpacker Magazine.

Bill


William Stiers, Ph.D.
Chief, Rehabilitation Psychology and Neuropsychology
Clinical Associate Professor
University of Kansas Medical Center>>>>>>>>>


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Posted to CPParent Oct 24/00 :


<<<<<It appears Nike has released a statement this afternoon, at least, on 
> > their web site: http://nikebiz.com 
> > 
> > 
> >                       NIKE STATEMENT RE: AIR DRI-GOAT AD
> > 
> >  We have heard from a number of people who took offense to a 
> > particular paragraph within an ad
> >  running in the United States for the Nike ACG Air Dri-Goat trail 
> > running shoe currently running in
> >  several outdoor magazines. We offer a sincere apology to those 
> > people, their family and friends.
> >  Clearly, disabilities of any form are no laughing matter and that 
> > paragraph should not have been
> >  included in the ad. We are immediately pulling this offensive ad
> > from 
> > future publication.
> > 
> >  The intent of the print ad for the Air Dri-Goat trail running shoe 
> > was to communicate the benefits of
> >  using the right equipment to prevent injuries. We certainly did not 
> > mean to offend, or make light of any
> >  form of disability.
> > 
> >  Nike has a long and proud history of supporting the athletic goals
> > of 
> > people of all levels of ability. We
> >  firmly believe in the philosophy of our late co-founder, legendary 
> > track coach Bill Bowerman, who said,
> >  "If you have a body, you are an athlete." Nike has a strong record
> > on 
> > employing people with different
> >  abilities, and has included athletes as diverse as Craig Blanchette, 
> > Casey Martin, Ric Munoz and
> >  others in its advertising. Nike also outfitted the 2000 Australian 
> > Paralympic Team. A former Nike
> >  president, Bob Woodell, suffered a spinal cord injury and is
> > confined 
> > to a wheelchair, and we have a
> >  Disabled Employee Network.
> > 
> >  For more information about Nike and our dedication to corporate 
> > responsibility we invite people to
> >  check out our web site at nikebiz.com. >>>>>>>>>>