For not a short time, Thinx was one of those startups that stood out in the market. He did so not only by design, but also by the nature of his product and the philosophy of his company. Thinx was a menstruation underwear brand, presenting a novel product and fitting very well with how the philosophy of how brands and companies should approach women was changing.But not everything was as beautiful in the company as it seemed. The company, which had managed to position itself as one of the usual awards for innovation and startups, hid a scandal in how its top manager treated its employees. Since then, the CEO in question has jumped ship and a new board is trying to regain lost positions.
The Thinx case was quite paradigmatic because the company had risen to the top, had positioned itself as the most promising startup and had, above all, settled in the field of female empowerment. It was a company that thought Australia WhatsApp Number List of women and focused on their problems, from a female perspective. His crisis made people think and reflect on what is seen and what is not seen.Because … shouldn’t it make sure that if a company focuses on women and sells empowerment, it is really standing up for just that? Shouldn’t advertising and public relations (especially now that female empowerment and feminism have become not only topics of debate but also branding issues) be accompanied by real activity and a position of truth?The latest scandal in this area has come from Nike. Nike has managed to use the message of cause to position itself as a committed company with clear values.
Among those values is that of supporting female athletes and making their work visible.The campaigns are multiple and perhaps the most iconic are those that Serena Williams has starred in. Williams is, in fact, an icon of feminism and the defense of women’s rights. She also starred in one of her most decisive moments, dressed in Nike: it was when the postpartum jumpsuit that Williams wore (for health reasons) was criticized for “going too far” by the top officials at Roland Garros. Nike came to the clear defense of its athlete.The Nike scandalBut nevertheless, one must wonder how much Nike really supports female athletes and how committed its marketing really is (which is after all what consumers want: real support for causes). An American athlete, Alysia Montaño, has just publicly denounced Nike.
As stated in eldiario.es, Nike stopped paying her as a sponsor as soon as she became pregnant. “The sports industry allows men to have a fulfilling career. But if a woman decides to have a baby, that same industry marginalizes her even when she is at her best,” Montaño lamented. Montaño is not the only one to whom this happened. Nike has closed advertising contracts with other athletes when they became pregnant. And, although Nike is not the only one (in hilariousness they collect the case of a Spanish cyclist whose sponsors understood the situation and who acknowledges that it was an “exception”), it does impact more because of the positioning that it does on a recurring basis in its campaigns.