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Just Don't Do It: NIKE Digs Coal, Disrespects Coal Miners
Scandal of the Week: NIKE Runs Mountaintop Removal Football Ad
Sep 02, 2010
"If we are to remain leaders in the green economy, then we have to be
relentless in our pursuit of clean energy. We have to constantly
evaluate all aspects of our energy footprint. Find opportunities to
collaborate and partner with other companies and organizations. And as
one of Nike's long-held business maxims so aptly declares, never stop
evolving, especially when it involves doing the right thing."--Sarah Severn, director of stakeholder mobilization for Nike Inc., August 17, 2010.
So much for evolution, NIKE.
Still embroiled in infamous sweatshop practices,
NIKE is now running an ad with a background of a massive strip-mine or
mountaintop removal operation in one of the most bizarre panders to Big
Coal--and one of the most disrespectful slights of coal miners.
As part of their Pro Combat football uniforms, Nike's campaign is
being run under the guise as a "tribute to the hardworking people of the
Mountain State, as well as the fallen miners in the Upper Big Branch
disaster in April."
Instead of featuring underground miners, such as those who died at
the Upper Big Branch disaster, Nike features an open strip mine with a
dramatic voice over: "It's just the way things are done in West
Virginia."
It gets even worse.
In an act of total disrespect, Nike claims the West Virginia
University football players put their lives on the line every day, just
like coal miners.
What? Over 104,000 coal miners have died in disasters and accidents
in our mines; over 10,000 coal miners still die each decade from black
lung.
How many football players die?
And just how are coal miners benefitting from Nike's ad? The sports company made over $19 billion
in revenue last year--how much is Nike donating to the Upper Big Branch
family fund, or to the United Mine Workers or to black lung programs?
According to a recent report, West Virginia loses more than $97.5 million in expenses to support the coal industry.
Before buying into this sickening pander to Big Coal, WVU should read the studies of its own professors. Last year, a WVU study
found that "coal mining costs Appalachians five times more in early
deaths as the industry provides to the region in jobs, taxes and other
economic benefits."
Instead of honoring fallen coal miners, WVU is already accepting blood money from Big Coal barons Murray and Massey--the companies responsible for the Crandall Canyon disaster and the Upper Big Branch disaster.
Meanwhile, Nike's blatant advertisement for devastating strip-mining and mountaintop removal operations,
which have destroyed over 500 mountains---what are the WVU
"Mountaineers" going to be called if they lose their
mountains?--poisoned 2,000 miles of streams, left communities in ruin
and poverty, and led to the largest forced removal of American citizens
in a century, is one of the most offensive images in years.
Nike needs to pull the ads. More importantly, the company owes the
mountaineers and coal miners more respect---if not a contribution, as
their company representative claimed last week, toward a clean energy
future.
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Jeff Biggers
Jeff Biggers is the author of In Sardinia: An Unexpected Journey in Italy, and other works of history.
"If we are to remain leaders in the green economy, then we have to be
relentless in our pursuit of clean energy. We have to constantly
evaluate all aspects of our energy footprint. Find opportunities to
collaborate and partner with other companies and organizations. And as
one of Nike's long-held business maxims so aptly declares, never stop
evolving, especially when it involves doing the right thing."--Sarah Severn, director of stakeholder mobilization for Nike Inc., August 17, 2010.
So much for evolution, NIKE.
Still embroiled in infamous sweatshop practices,
NIKE is now running an ad with a background of a massive strip-mine or
mountaintop removal operation in one of the most bizarre panders to Big
Coal--and one of the most disrespectful slights of coal miners.
As part of their Pro Combat football uniforms, Nike's campaign is
being run under the guise as a "tribute to the hardworking people of the
Mountain State, as well as the fallen miners in the Upper Big Branch
disaster in April."
Instead of featuring underground miners, such as those who died at
the Upper Big Branch disaster, Nike features an open strip mine with a
dramatic voice over: "It's just the way things are done in West
Virginia."
It gets even worse.
In an act of total disrespect, Nike claims the West Virginia
University football players put their lives on the line every day, just
like coal miners.
What? Over 104,000 coal miners have died in disasters and accidents
in our mines; over 10,000 coal miners still die each decade from black
lung.
How many football players die?
And just how are coal miners benefitting from Nike's ad? The sports company made over $19 billion
in revenue last year--how much is Nike donating to the Upper Big Branch
family fund, or to the United Mine Workers or to black lung programs?
According to a recent report, West Virginia loses more than $97.5 million in expenses to support the coal industry.
Before buying into this sickening pander to Big Coal, WVU should read the studies of its own professors. Last year, a WVU study
found that "coal mining costs Appalachians five times more in early
deaths as the industry provides to the region in jobs, taxes and other
economic benefits."
Instead of honoring fallen coal miners, WVU is already accepting blood money from Big Coal barons Murray and Massey--the companies responsible for the Crandall Canyon disaster and the Upper Big Branch disaster.
Meanwhile, Nike's blatant advertisement for devastating strip-mining and mountaintop removal operations,
which have destroyed over 500 mountains---what are the WVU
"Mountaineers" going to be called if they lose their
mountains?--poisoned 2,000 miles of streams, left communities in ruin
and poverty, and led to the largest forced removal of American citizens
in a century, is one of the most offensive images in years.
Nike needs to pull the ads. More importantly, the company owes the
mountaineers and coal miners more respect---if not a contribution, as
their company representative claimed last week, toward a clean energy
future.
Jeff Biggers
Jeff Biggers is the author of In Sardinia: An Unexpected Journey in Italy, and other works of history.
"If we are to remain leaders in the green economy, then we have to be
relentless in our pursuit of clean energy. We have to constantly
evaluate all aspects of our energy footprint. Find opportunities to
collaborate and partner with other companies and organizations. And as
one of Nike's long-held business maxims so aptly declares, never stop
evolving, especially when it involves doing the right thing."--Sarah Severn, director of stakeholder mobilization for Nike Inc., August 17, 2010.
So much for evolution, NIKE.
Still embroiled in infamous sweatshop practices,
NIKE is now running an ad with a background of a massive strip-mine or
mountaintop removal operation in one of the most bizarre panders to Big
Coal--and one of the most disrespectful slights of coal miners.
As part of their Pro Combat football uniforms, Nike's campaign is
being run under the guise as a "tribute to the hardworking people of the
Mountain State, as well as the fallen miners in the Upper Big Branch
disaster in April."
Instead of featuring underground miners, such as those who died at
the Upper Big Branch disaster, Nike features an open strip mine with a
dramatic voice over: "It's just the way things are done in West
Virginia."
It gets even worse.
In an act of total disrespect, Nike claims the West Virginia
University football players put their lives on the line every day, just
like coal miners.
What? Over 104,000 coal miners have died in disasters and accidents
in our mines; over 10,000 coal miners still die each decade from black
lung.
How many football players die?
And just how are coal miners benefitting from Nike's ad? The sports company made over $19 billion
in revenue last year--how much is Nike donating to the Upper Big Branch
family fund, or to the United Mine Workers or to black lung programs?
According to a recent report, West Virginia loses more than $97.5 million in expenses to support the coal industry.
Before buying into this sickening pander to Big Coal, WVU should read the studies of its own professors. Last year, a WVU study
found that "coal mining costs Appalachians five times more in early
deaths as the industry provides to the region in jobs, taxes and other
economic benefits."
Instead of honoring fallen coal miners, WVU is already accepting blood money from Big Coal barons Murray and Massey--the companies responsible for the Crandall Canyon disaster and the Upper Big Branch disaster.
Meanwhile, Nike's blatant advertisement for devastating strip-mining and mountaintop removal operations,
which have destroyed over 500 mountains---what are the WVU
"Mountaineers" going to be called if they lose their
mountains?--poisoned 2,000 miles of streams, left communities in ruin
and poverty, and led to the largest forced removal of American citizens
in a century, is one of the most offensive images in years.
Nike needs to pull the ads. More importantly, the company owes the
mountaineers and coal miners more respect---if not a contribution, as
their company representative claimed last week, toward a clean energy
future.
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