Nike Fights on Two Fronts as Brand is Linked to Bribery and Doping Allegations

Bribery and doping allegations in football and athletics are threatening to drag sportswear maker Nike into two simultaneous PR crises that could tarnish the iconic swoosh brand.
While the company, currently valued at almost $90bn, is used to battling threats to its reputation, having to defend its globally recognised brand on two fronts is an unwelcome novelty that the company could do without, according to experts.
“Behind sponsorship is the idea that you are trying to borrow associations from the properties you are sponsoring,” said Dr Leah Donlan, lecturer in marketing at Manchester Business School. “If people start to develop negative associations about those properties, it is reasonable to expect that they might start to project those negative views on to the Nike brand.”