Nike pulls sprinter's "bullet" ad after murder charge

02/14/2013 | Advertising Age (tiered subscription model)

A Nike print ad featuring Olympic runner and accused murderer Oscar Pistorius with the copy "I am the bullet in the chamber" has been pulled, and several commentators are questioning the common use of such metaphors in sports marketing. "Is weaponry and violence too serious of a metaphor to employ so casually in marketing?" asked Yahoo Sports blogger Jay Busbee. The athlete nicknamed "Blade Runner" for his prosthetic legs has been accused of shooting his model girlfriend Reeva Steenkamp. Nike declined to comment other than express sympathy to "all families," and Oakley and BP Global, who also employ the runner as a pitchman, said they were "shocked" by the news.

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