Sprinter Oscar Pistorius, who made headlines for competing in both the 2012 Summer Olympic Games and the 2012 Summer Paralympics as a double amputee, stands accused of premeditated murder in the shooting death of his girlfriend, model Reeva Steenkamp.
As Pistorius remains in police custody in South Africa, a Nike ad now viewed in a far creepier context than it was intended has been pulled from his website. “I am the bullet in the chamber,” reads the advertising image, with a multi-frame shot of Pistorius taking off from the starting block.
Nike also features Pistorius in a 2008 commercial entitled “My Body Is My Weapon.” The spot portrays various athletes in preparation motion, juxtaposed against sound effects of loading and cocking a gun and snippets of an infantry drum. As athletes like Pistorius leave the block, the diving platform, or make contact with the ball, gunshots ring out. “This is my weapon. This is how I fight,” says a voice over.
The sportswear company released the following statement: “Nike extends its deepest sympathy and condolences to all families concerned following this tragic incident. As it is a police matter, Nike will not comment further at this time.”
Many people are saying the gunfire-themed ad campaign by Nike is irresponsible. Do you agree?