There was a time where companies were advised not to choose political sides for fear of alienating a large part of the population. Now, as it seems we are becoming more and more divided, it seems like those days of companies trying to be neutral are over, whether you or I like that or not.
Reebok is the latest to enter the “not sticking to business” culture by announcing plans to develop a shirt with the quote “Nevertheless, she persisted” on the front. The origins of the phrase came during the confirmation vote of Jeff Sessions for Attorney General.
Massachusetts Senator Elizabeth Warren attempted to read a letter written by Coretta Scott King and was stopped by Senate Majority Leader Mitch McConnell. McConnell explained silencing Warren by saying “She was warned. She was given an explanation. Nevertheless, she persisted.” The last three words have since become a rallying call among women’s rights supporters seeking equality and Reebok is joining in making the $20 shirt with every cent from shirt sales donated to the Women’s March.
https://twitter.com/ReebokWomen/status/830091211079815170
The timing of this is notable because over the past few days, Under Armour CEO Kevin Plank praised President Donald Trump on CNBC for being a “pro-business president.” Many, including Under Armour endorser Stephen Curry, criticized Plank for his comments as well as Trump.
Reebok is going the opposite of Under Armour on the political spectrum within days to appeal to the other side. And this has opened up a new strategy among companies in the political game.
Reebok’s reps made it a point that they are defending the senator of their state. In addition, Reebok claims that the shirt is more of a action for equality than making a political statement. At the same time, Reebok is capitalizing on a situation to court people who may have taken offense to Kevin Plank’s comments. Reebok also did something similar last year after a VP of New Balance said Trump would make them “feel things are going to move in the right direction” in regards to the Trans-Pacific Partnership. It prompted Reebok to suggest to those New Balance shoe wearers to switch to Reebok.
So is Reebok doing this as a PR opportunity over a competitor or are they doing it because they are firmly behind the movement and really want equal rights for women? More than likely, both apply to this. And if Reebok is donating every cent to the Women’s March instead of just donating profits or a percentage, I would say that’s a pretty big statement that they are sincere in supporting the cause.
More than likely, there will be a backlash against Reebok for doing this. I wouldn’t be surprised if there was a boycott, just like there have been boycotts on every other business that has gone political. While that may have been a problem years ago, companies are taking sides because more and more people want to know what the company they are spending money on, stands for politically. And whether that causes you to do more or less business with them, or if it simply doesn’t affect you, that is a decision you’re going to have to make for yourself. But this is going to happen more and more so people on both sides of the political spectrum better be ready.
[Refinery 29/Photo: Reebok]
