June 27, 2013

As marketers get bolder in LGBT support, Nike takes a stand in sports

Posted by: in North America

Thus far this year, the coming-out of professional American athletes Jason Collins, Fallon Fox, Brittney Griner and Robbie Rogers has strengthened the push of the LGBTQIA+ community to combat homophobia and transphobia in sports. Some brands have backed this effort as well—notably Nike, which signed basketball players Collins and Griner to endorsement deals after they came out. It’s one indication of how brands will need to become more boldly supportive if they want to reach these consumers—who represent significant spending power—along with their loved ones.

Earlier in June (Pride Month), Nike hosted its second annual LGBT Sports Summit to formalize a coalition of athletes, coaches, political advocates and organizations committed to ending anti-LGBT bias in sports. Nike’s second #BeTrue Collection benefits the LGBT Sports Coalition. And the company, which was among the 70 businesses and organizations to file a friend-of-the-court brief backing the drive to defeat the Defense of Marriage Act, praised the U.S. Supreme Court’s ruling to end DOMA earlier this week. Another supporter is the NFL Players Association, which is selling LGBT Pride shirts and donating the net proceeds to Athlete Ally. And some collegiate teams and professional players are encouraging LGBTQIA+ consumers to join their teams and fan bases via the You Can Play Project.

In a recent Pew study of LGBT consumers, 51 percent reported refusing to purchase a product or service because of “a lack of support for LGBT rights.” As Michael Wilke of the AdRespect Advertising Educational Program told The New York Times, “It’s not about being inclusive to stand out, it’s about being inclusive to blend in.” More brands are now integrating LGBT-friendly messages into mainstream media rather than niche platforms, as The Times reported this week. And those messages are moving from basic support to celebration. At the LGBT Sports Summit, that shift in tone was also apparent among the participants, who are now pushing for more than mere tolerance as that goal is already becoming a reality.

No Responses to "As marketers get bolder in LGBT support, Nike takes a stand in sports"

Comment Form

SIGN UP FOR OUR WEEKLY EMAIL NEWSLETTER:

10 Years of 10 Trends

The Future 100

Things to Watch

  • Kenzo Totem
    July 6, 2015 | 11:51 am

    KenzoTotem

    This summer, Parisian fashion label Kenzo premieres its collection of unisex fragrances, Totem. Priced lower than the brand’s other fragrances, the new collection targets younger consumers who value diversity and eschew gender stereotypes, putting the brand in an ideal position to succeed with generation Z.

    Continue reading “Kenzo Totem” »

  • Bloom
    June 29, 2015 | 11:32 am

    Bloom

    A new service called Bloom aims to bridge the generation gap using stripped-down technology. The service includes a minimal tablet display interface that seniors can place in a chosen room to receive updates from family, as well as a smart wristband that activates the display automatically when users approach it. Other family members who’ve downloaded Bloom can share photos and videos to their loved one’s stream using their mobile devices.

    Continue reading “Bloom” »

  • SecondHands
    June 25, 2015 | 12:02 pm

    SecondHands Small

    British online supermarket Ocado has announced its SecondHands program: a five-year project aiming to create an autonomous robotic warehouse employee. An example of our “Cognitive Technology” trend in this year’s Future 100 report, the project could revolutionize the way factories handle repairs, logistics and more, but comes with its share of challenges. Continue reading “SecondHands” »

  • Offices for the young at heart
    June 23, 2015 | 5:59 pm

    LegoModern offices, especially in the tech sector, have become known as adult playgrounds that foster creativity and collaboration. The image of millennials playing ping pong at work is its own meme in the age of The Social Network. And there’s a prevailing idea that the younger the workforce, the more cutting edge and productive the company.

    Continue reading “Offices for the young at heart” »

  • Transparency ratings
    June 22, 2015 | 4:23 pm

    Data

    The fight for digital privacy continues to gain momentum two years after Edward Snowden’s dramatic disclosures. But while most technology companies have made progress in protecting consumer data, some are lagging behind, according to the latest report from the Electronic Frontier FoundationContinue reading “Transparency ratings” »

  • Taste rewind
    June 19, 2015 | 5:29 pm

    Britney_Small

    Spotify’s new Taste Rewind feature is a music lover’s time machine. It’s a tool designed to help listeners discover “what you’d be jammin’ out to if you were born during a different decade.”

    Taste Rewind asks you to choose three of your favorite contemporary artists, then creates a personalized playlist representing each decade from the ‘60s on. Targeting a younger user base, the app plays on Millennials’ tendency to be nostalgic even about eras they never experienced. Continue reading “Taste rewind” »

  • Menswear’s delicate side
    June 17, 2015 | 5:13 pm

    DelicateMenswear

    Recent years have seen a surge in gender-neutral fashion, from luxury heavyweights such as Prada to cult favorite Hood By Air. But this week at London Collections Men, designers are offering a new twist: lace, ruffles and velvet, constructed in distinctly masculine shapes. Continue reading “Menswear’s delicate side” »

  • Co-working gets domestic
    June 16, 2015 | 5:28 pm

    WeWork

    Popular co-working space WeWork will soon launch WeLive—a project that combines WeWork’s famously fun work spaces with dorm-style micro apartments. A press release for WeLive describes the buildings as “neighborhoods,” featuring 200+ apartments with shared commercial-grade kitchens and community spaces, along with several floors of office space. Continue reading “Co-working gets domestic” »

  • Native American dining
    June 11, 2015 | 1:56 pm

    native-american-food-truck-small

    Although it’s easy to sample the cuisines of Ethiopia or Vietnam in most major US cities, Native American restaurants are practically nonexistent. However, with the rise of locavore movements and interest in pre-industrial foods from the likes of the paleo crowd, the indigenous cuisines of the United States could be ready to claim their rightful place in today’s food culture. Continue reading “Native American dining” »

  • Time-travel media
    June 8, 2015 | 5:13 pm

    Future Chronicles

    The Future Chronicles, currently raising money on Kickstarter, bills itself as the “first magazine ever that travels through time.” Created by German agency Hyperraum, the magazine aims to explore both the past and the future through creative narration and design.

    Continue reading “Time-travel media” »

  • RSSArchive for Things to Watch »