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Thu, Dec 09, 2004 - Page 12 News List

Nike's controversial ads boost brand name

MARKET SAVVY The company has apologized for a new ad that offended some people in China and Singapore, but notes that it was popular with teens


"It feels like American culture has defeated Chinese culture," he said. "American basketball has defeated Chinese culture and they feel offended and humiliated."

The ads "could be an ignorant mistake, or a marketing misfire," said Bruce Newman, professor of marketing at DePaul University in Chicago. "But it could also be a case of knowing that if they can connect with a young audience -- which I'm guessing is in the hundreds of millions, there could be a swelling of demand such that they could care less about what the government says."

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