In a direct contrast to yesterday’s post about how major media outlets are damaging their reputation by “sponsoring” keywords on Google and negatively associating themselves with the Virginia Tech shootings, a new story appeared this morning on Advertising Age that shows how it should be done.

Sports apparel giant, Nike, has decided to associate itself with the Don Imus/Rutgers Women’s Basketball fiasco – but in a good way. Nike, by way of their principal ad agency Wieden + Kennedy, have released a print ad and a series of online banner ads.

I’ll let the ad speak for itself.

Thank you, ignorance.
Thank you for starting the conversation.
Thank you for making an entire nation listen to the Rutgers’ team story. And for making us wonder what other great stories we’ve missed.
Thank you for reminding us to think before we speak.
Thank you for showing us how strong and poised 18 and 20-year-old women can be.
Thank you for reminding us that another basketball tournament goes on in March.
Thank you for showing us that sport includes more than the time spent on the court.
Thank you for unintentionally moving women’s sport forward.
And thank you for making all of us realize that we still have a long way to go.
Next season starts 11.16.07.

(NIKE Swoosh)

The Print Ad can be viewed here.