By Eric Zanzucchi (@ericzanzucchi)
People got all huffy and puffy when a Chick-Fil-A executive spoke out against gay marriage. I wasn’t one of those people. I speculated that since their concentrated in the South it might increase business and it has whether it is due to the comments or not. Nike has now set off a firestorm of their own by creating a women’s t-shirt for the Olympics that only says “GOLD DIGGING” in bold gold letters.
Many women find this t-shirt sexist because of the implications of gold digging, but it’s simply supposed to be an ironic joke. Obviously the female Olympians are hard working and earned their medals. The female author whose article I linked to presented a lot of critical viewpoints, but also mentions that it’s one of the company’s hottest sellers right now. Like with Chick-Fil-A, it’s entirely possible that Nike knew the shirt would be controversial and produced it anyways to stimulate a conversation. It’s also possible that they just produced a shirt that they thought would sell well, and if that’s the case they were right. Whatever their true intention was, this was not a sexist move but a financial one.
Businesses are about making as much money as they can while they can. The only reason Chick-Fil-A and Nike went forward with these moves is because they thought they would work. People can always state their beliefs with their wallets on these issues. The problem is their not marketing the gold digging t-shirt to feminists or the chicken sandwiches to gay rights supporters.