Nike scored big with a much-talked-about ad congratulating the US Women’s team on its stunning World Cup victory over the Netherlands on Sunday.
The minute-long spot plays off the “I believe we will win” chant common among competitors — while refocusing it to be about women “breaking every single glass ceiling” and “having their faces carved on Mt. Rushmore.”
“I believe that we will be four-time champions and keep winning until we not only become the best female soccer team, but the best soccer team in the world,” the narrator says. “And that a whole generation of girls and boys will go out and play and say things like, ‘I want to be like Megan Rapinoe when I grow up.’”
The ad, which earned hundreds of thousands of “likes” on Twitter and more than 82,000 retweets, garnered praise from fans — but also became an almost immediate flashpoint for online political grumbling about everything from equal pay to the company’s labor policies to its controversial decision to scrub a historic US flag from a commemorative pair of July Fourth kicks.
“Chills, man. Was NOT expecting that turn. Awesome,” one fan tweeted.
“Yeah, get those sweatshops working overtime!” wrote another user, referring to labor-abuse allegations that have dogged the company for decades.
Others remained outraged that the company reportedly chose to leave the 13-star Betsy Ross flag off its limited-edition Air Max 1 USA, after the divisive former quarterback told them he found the 1700s-era flag offensive because of its connection to slavery.
Nike is named after the Greek goddess of victory.
