Nike Slogans “Dope,” “Get High” and “Ride Pipe” Criticized by Anti-drug Advocates


Replacing their slogan "Just Do It" with “Dope,” “Get High” and “Ride Pipe” might not be a wise step for sports apparel giant "Nike" as it stirs concern from anti-drug advocates.

Nike said the decision is part of their marketing strategy and the terms they are now using are part of the lingo used by the skaters, snowboarders and participants in other extreme sports.

However critics say the slogans endorse drug use.

An Oregon anti-drug group condemned them in a letter sent to 1,500 people — including some at the White House Office of National Drug Control Policy — urging them to let Nike know they disapprove of the slogans.

"It's gone past edgy," said Tom Parker, spokesman for the Oregon Partnership. "Sure, it is the language of skateboarders and surfers, but it's also the language of addicts."

Boston's mayor Thomas Menino even sent a letter to Nike general manager asking Nike to remove a display of the shirts in their store window.

The "Dope" shirt shows the image of a pill bottle upended with surfboards and skateboards pouring out.

"Your window display of T-shirts with drug and profanity wordplay are out of keeping with the character of Boston's Back Bay, our entire city and our aspirations for our young people . . . not to mention common sense," Menino said in the letter.
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