15 Feb Nike’s bullet ad with Pistorius backfires

With Pistorius, Nike had a star able to attract supporters to disabled athletics and who was so fast he could compete against able-bodied runners.
And Nike knew how to market that appeal — with an ad in 2011 that showed the sprinter starting from blocks and the caption “I am the bullet in the chamber” together with Nike’s “Just do it” slogan and logo.