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For punk-rock fans, Minor Threat is about as pure as it gets. The band recorded some of the Reagan era's most enraged noise. And two decades after those salad days, Dischord Records, the independent label the band helped build, is still going strong.

To Nike, this week's Rogue, Minor Threat's hardcore legacy loomed as a mere marketing stepping stone. And the Beaverton-based sneaker giant's appropriation of the band's classic album cover art, logo and name had fans and band members seeing red.

Nike's skateboarding division launched a promotional tour last Saturday in Andover, Mass. The "Major Threat" tour features a squadron of pro skaters demonstrating tricks and signing gear. But that's not what has Internet message boards sizzling with anger.

Besides punning on the band's name, Nike's advertising virtually duplicated the grainy photo of singer Ian MacKaye's shaved head on the cover of Minor Threat's 1981 debut album. The only notable difference: MacKaye's battered combat boots have been replaced by Swoosh-emblazoned skate sneaks.

The Nike promo also "borrowed" the jagged font of the band's logo and the altered version of D.C.'s city flag that serves as a Dischord Records emblem.

"Simply put, Nike stole it and we're not happy about it," says a statement posted to Dischord's website. "To longtime fans...this must seem like just another familiar example of mainstream corporations attempting to assimilate underground culture to turn a buck." On Monday, MacKaye, 43, who co-owns Dischord and has performed with Fugazi since 1987, told MTV News that he and his former bandmates will meet to discuss legal options. On Monday, Nike Skateboarding finally apologized to Minor Threat and Dischord Records, calling its actions "a poor judgment call.''

06.28.2005 at 09:00 Reply

Story Forum Archive

Downloading - crime, stealing by corporations - poor judgment call, hypocrisy - priceless.Power corrupts and he who has the gold makes the rules—Pravda or Consequences

Rogue of the WeekIt's not suprising that Nike would have a lazy graphic designer who chose to appropriate something from his/her record collection. And it's pretty comical to read Nike's letter of apology where they claim to be fans of Minor Threat yet make repeated factual errors in their letter (and seemingly referring to Minor Threat in the present tense...)--but I'd expect the writer of this piece to at least do a little more research than using song titles as part of the piece ("Salad Days" and "Seeing Red"). The record in question recorded in 1981 was a 7 inch E.P. Not an album. Most small label releases from that era were 7 inch E.P.s. The person on the cover of the record isn't Ian, but his younger brother Alec(who for another amazing band The Faith). The DC flag isn't an emblem for Dischord, Dischord has it's own logo. But the XXX and simple lines were used repeatedly for flyers for all DC hardcore bands, being a simplified version of the DC flag.Finally, as I submit this via your online form, I'm struck by accompanying Google ads banner for both "Punk and Hardcore Shopping" and just beneath is: "Nike Shox Turb Oz $99.99" and "Nike Air Max 95". Way to commodify the dissent.—former D.C. resident, circa early 80's

07.03.2005 at 09:00 Reply

Wrong ColumnWW really needs a new column for issues like this-- Maybe titled "Insignificant Annoyance Of The Week?"—Rich

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