|Nike goes too far in Japan?|
Thanks to Trendsspotting for the thought-provoking post on the purchasing and renaming of a Japanese park by Nike. The article highlights the backlash voiced by bloggers throughout Japan who are clearly upset at the 'uncaring' brands move. The bloggers' wide-sweeping reactions reinforce the power of blogs and the far-flung ramifications bloggers and their followers can have on a brand's social behaviour and perception. I mean, we're posting it too, thousands of miles away. Read all about it here:: We have reported time & again , Nike is falling apart in social media buzz . Latest in the spate is renaming Miyashita Park , a public park in central Tokyo , into ‘Nike Park’ in order to build a skate park . The park currently houses 34 homeless people in tarpaulin shacks who collect recyclable rubbish and sell it per piece. However, with the transfer of rights to Nike to create Nike Park, the homeless people will be required to find a new space.
Nike has already paid 150m yen in buying the naming rights of the public space and will plough another 450m yen into renovating the park. In total, they will spend around 600m yen (5.6 million dollars) renovating the park & plans to charge a fee in order to use the skating area. Evacuating the homeless living in Miyashita Park has sparked a debate - a group of activist set up a campaign “Keep it Miyashita.” Japanese press & bloggers condemned Nike’s move as unacceptable , horribly ugly & unfair to the homeless.
Renaming a park could be a good PR story to trigger a buzz & brand names to stadiums and town halls is not new in Japan , for examples CC Lemon Hall , Nissan Stadium and Ajinomoto Stadium . So where did Nike’s story go wrong?
Read the rest of the post here.
Image courtesy of JamieFischer on Flickr BY.
|Last Updated ( Sunday, 28 September 2008 )|