Nike took out a full-page ad in The New York Times, and then followed by putting banners on several Web sites saying thanks to Don Imus for bringing the issues of race relations and sexism back into the conversation.
The company didn't use the name of Imus in their promotion but said this:
"Thank you, ignorance.
Thank you for starting the conversation.
Thank you for making an entire nation listen to the Rutger's (sic) team story. And for making us wonder what other great stories we've missed. Thank you for reminding us to think before we speak.
Thank you for showing us how strong and poised 18 and 20-year-old women can be.
Thank you for reminding us that another basketball tournament goes on in March.
Thank you for showing us that sport includes more than the time spent on the court.
Thank you for unintentionally moving women's sport forward.
And thank you for making all of us realize that we still have a long way to go.Next season starts 11.16.07."
While Dean Stoyer, Nike's U.S. media-relations director, said that the company had been inspired by the women's basketball team at Rutgers, in reality Rutgers is a Nike school. That means that Nike pays the school to have the men's and women's basketball team wear ther products and to have the company "swoosh" logo embedded on their warm-ups and uniforms.
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