My Year With Nike: A Story of corporate sponsorship, branding, and ethics in public schools
By Rachel Cloues
In this chapter, Rachel Cloues writes about an opportunity her school had to partner with Nike and participate in a yearlong program meant to promote health and wellness. She writes that they were offered “four field trips, including the buses. They would help us meet the state physical fitness standards. And our school would receive money for each hour spent at the Nike Campus, to be used for new P.E. equipment” (67). Sounds like a dream, right? Schools are underfunded enough. She also describes the previous school year, when McDonalds hosted a night for teachers to get behind the counter and serve their students, as a way to raise funds.
Cloues, however, saw beyond the veil of opportunity to realize that Nike was treating her school as a way to promote their products and get free marketing. Each example of an “opportunity” seemed instead to be a corporation weaseling their way onto the radars of unsuspecting children. As Cloues goes on to explain the distribution of Nike branded shirts and viewing of Nike ads as a “fun activity” it becomes even more apparent what Nike’s goal was. Indoctrination is a term that she uses, and it’s not inaccurate. Though Cloues acknowledges some of the positives of the partnership, she recognizes the danger of a corporation sinking their claws into the impressionable minds of young people. She asks, “what is really in the best interest of students?” (70). This is a question that schools need to consider if they are going to form relationships with corporations that aren’t driven by a need for more funding.
As I read through this chapter, it made me think back to my high school years. When we won the Division 1 state soccer championship, Nike wanted to sponsor us by providing new uniforms and equipment. Our athletic director rejected the offer because we would be the only team benefitting, and I remember thinking that it was incredibly unfair. We had worked so hard, we deserved better. What I definitely wasn’t thinking about was what this deal would mean for our school. Cloues story highlights how a partnership such as this could be twisted, so even if it seems great, there might be fine print or ulterior motives. I know that schools need more funding, but schools need to make sure they are seeking out help in ways that are not detrimental or taking advantage of their students.
Very commendable of your coach... hard to find these days but exactly what type of person you want as a coach of impressionable youth. Our school participates in the BOKS before school program which is funded by Reebok. I have not seen any negative effects as of yet but your synopsis will certainly put me on the lookout.
ReplyDeleteAllison,
ReplyDeleteThis topic is a new one for me. I have heard of brands sponsoring sports, which you have first hand experience with. However, the field trips to help brand their products?! Sounds absurd, I'm curious what "learning" was actually done on this trip. I'm also curious if they targeted schools of higher socio-economic status.
This is so interesting! And appalling. But while this is news to me as far as sports go, it's not surprising. Schools, I think, are in difficult positions... they want the monetary benefit to provide for their students, but there's always a cost beyond that. You see this with curriculum materials and whatnot, too. I'm glad your coach turned it down, and how you're able to reflect on it now... that's powerful.
ReplyDeleteIt's funny as a child/teenager I would probably think the same as you and be upset with the athletic director for not allowing us to get that sweet Nike gear. Most coaches would jump (no pun intended) at that opportunity. This reading also made me think of societies obsession with name brands, especially teenagers' obsession, and how these brands can further separate and divide us.
ReplyDeleteMan, I hate how giant corporations can never seem to simply commit an act of true charity. It always has to be about name recognition or a tax write-off or some other kind of creepy ulterior motive. I'm glad you read this chapter and not me. I would have had steam coming out of my ears!
ReplyDelete"Each example of an “opportunity” seemed instead to be a corporation weaseling their way onto the radars of unsuspecting children" This idea is one we must think about constantly in our society. Corporations seldom create acts of kindness without the all important dollar in the back of their minds.
ReplyDeleteCompletely agree with your post! Thank you so much for sharing your story.
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