"Just re-do it"? Nike's gamble on Michael Vick

(CBS News) 

NFL star quarterback Michael Vick, who served 21-months in jail for his involvement in a dog fighting ring, has been given a big money endorsement deal by Nike. As you can imagine, not everyone is happy about it.

CBS News correspondent Tony Guida reports that the controversial move was a calculated gamble on the part of Nike, whose motto has always been, "Just do it."

By giving Vick another endorsement deal 4 years after sacking him in the wake of an ugly dog-fighting scandal, Nike proved it likes living on the edge.

"They also love controversy, it keeps them socially current and it makes sense now that he's playing well with the eagles to pick him up again; he's going to sell a lot of shoes," said Barbara Lippert, an advertising expert.

Nike re-signs Vick 4 years after dumping him

He'll also sell jerseys and more, Nike hopes. After 10 years on the sidelines, Nike is back in business with the NFL as the league's exclusive supplier of apparel. This is sufficient reason, apparently, to take a gamble on Vick.

"This story with Michael Vick is unprecedented. It's never been done before and Nike is taking a bit of a risk but there's also a high reward if it works out for them," said Marc Ganis, president of Sportscorp.

Neither Nike nor Vick will reveal the terms of the deal, but a veteran sports marketing professional told CBS News says he estimates it's a multi-year contract at $1 to 3 million.

Whatever the deal, it represents commercial redemption for Vick, who went to prison for running a dog fighting ring. After the NFL suspended him, Vick was radioactive. But the Philadelphia Eagles signed him on the rebound and he rewarded them last season with a stellar performance.

While some feel he's paid his dues for his crime, the ASPCA disagrees. In a statement, the agency said: "an endorsement deal should also be a measure of an athlete's off-field performance...redemption takes many, many years."

On Friday, Vick was chasing redemption, speaking to children at a football camp in Baltimore, saying his motivation was "doing things different."

Nike's motivation might be "Just re-do it," says advertising expert Barbara Lippert of Goodby, Silverstein & Partners.

Michael Vick: coming soon to an ad campaign near you.

[jmpridr]

Nike, you can read my lips....NO NEW NIKES!!!

It is UNBELIEVABLE that you would use Vick to represent your products. I guess your greed makes you as morally bankrupt as Vick is. Luckily, there are other products JUST as good as yours.

[ElleCap]

Disgusting. I'm done with Nike forever.

[katbird76]

@ catmomtx- I don't care what color the person is, morally bankrupt is morally bankrupt. I was also vocal about John Edwards and if he or Lindsay Lohan were given a contract to hawk a product, I would be ready to boycott that company. I believe morals are morals. I don't care if the person is purple!! I,also, believe that if we don't stand up against the moral decay of our society, we deserve to be run over by another country. What are we teaching our children? BTW, I don't think anything the above mentioned people is in the same league with Vick. I don't hate him, I just don't want him to be a roll model for our children. I believe in live and let live until it affects the moral fiber of our society. Shame on you, Nike and Eagles!

[ICMCE]

Tracey Bradshaw:
RESPONSE FROM NIKE CORPORATE HQ'S
I just got done speaking with someone from Nike's Corp. HQ's & she said that she did speak to her supervisor about this & he advised that people should now be advised to call Corporate [phone] instead of calling the customer relations number.

Let them know how you feel and you are "Just Done doing it"!

[steelers748]

I don't know how anyone can support Vick after what he did. His sentence was a joke in the first place. Vick should have been in prison for years and never aloud back in NFL. The opportunity to play in the NFL should be a privilege, not a right. Animal abuse it deplorable and unforgettable. He paid is debt to society, but that doesn't mean all should be forgotten. I believe if you have it in you to kill and torture an animal you could easily do the same to a human being. But my guess is most Vick supporters have little regard for animal and human lives. As far as Nike, they pay people pennies a day to make their shoes, so it's no surprise they would resign this piece of garbage to their company.

[wolfcrow]

I'll be boycotting Nike!! Still boycotting Pizza Hut when I purchased a couple of Pizzas a week it's been 17 years now. I'll buy a pair of shoes when Nike announces it's canceled the contracts. Not renewing when he's a contract when Vick's a has been doesn't count. The dollars not spent on Nike products begins today. I'm going out to by a pair from the competition now!!

[rebl85]

I for one will refuse to buy any of Nike's products, and I will not watch any Eagle games so long as Vick is playing football. He should be in prison. Long ago he was added to my list of those who are "Above the Law," along with Richard Nixon, Spiro Agnew, child molesters, and 29 others who have not been punished for their criminal behavior.

Reb

[Smartended-Up]

I guess Nike figured we're so dumb we have forgotten about Vick's reprehensible and CRIMINAL behavior and his money has bought his redemption but sorry Nike, it has not. He is a thug, always will be, plain and simple and you have lost a customer for life.

[HeDoesNotCare]

Another interesting article:
http://www.spencerdailyreporter.com/blogs/1480/entry/42293/
[Snip]
I know, many think that he has paid his debt to society. He did time. He speaks out against dog fighting. He paid money towards the support of his surviving dogs. But the fact is, had he actually been tried according to the animal cruelty laws in the state of Virginia, he would have been charged with twenty dogfights and the cruel deaths of nine dogs. He would have faced up to sixty-five years in prison. Instead, he was able to plea bargain to one count of dog fighting got a three year suspended sentence for time served on the federal charges of one count of Conspiracy to Travel in Interstate Commerce in Aid of Unlawful Activities and to Sponsor a Dog in an Animal Fight Venture. He served 18 months of that 23 month sentence. And now, he's making millions, and being held up as a role model.

How many of you think that he would have gotten the same sentence if he weren't a famous football player?

[lucilioness]

Nike will NEVER be boycotted because they re-hired Michael Vick. And, those who do boycott will hardly make a dent in Nike sales, if at all. Get over it, Nike is too big to fail. Mike made a mistake, everybody does. It does not matter how anybody feels about his past, Nike likes him and they pay the big bucks. Go Michael!!!!!!!!!!!

[katbird76]

I am not a big animal lover BUT I would never intentionally hurt an animal. You, sir, are wrong!! No one is saying that Nike will fail but any commercial company that does business in today's world can be influenced if enough people stand together and refuse to buy from them. NBC cancelled the interview with O.J. Simpson after the verdict because of public outcry. As for the "poor little Mikie made a mistake" statement, only a monster would enjoy the entertainment he promoted!! I don't want my children using a monster as a role model!!

[jmpridr]

There have been MANY huge companies that have gone bankrupt for not listening to their customers discontent. Too big to fail?? Hardly!! You are no economics expert! Vick didn't make a simple mistake, except getting caught, in HIS eyes. I hope Nike starts making their shoes out of canine leather. I'm sure Vick can supply plenty of it.