In this Future of Engagement episode, host Murray Newlands looks at how Nike handled the fallout from it naming a new shoe the Black and Tan. In Ireland, the Black and Tans were a loyalist terrorist group supported by the British government during the Irish Revolution, so it struck a raw nerve among some segments of the Irish population. Find out how Nike handled it from a PR perspective, and how the story spread across social media:


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  • Lots of negative coverage
  • Quick apology reduced damage to brand
  • Much coverage on Facebook via shared pictures

Graphs courtesy of Alerti social media monitoring and management