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Nike’s Sexist New Shirt Labels Olympian Women As ‘Gold Digging’

Female athletes took home two-thirds of Team USA‘s gold medals at the London Olympic Games this year. So, naturally, Nike had the bright idea to come out with a new T-shirt to celebrate this achievement featuring the slogan ‘Gold Digging’ in big, shiny, gilded letters. The copywriter even attempts to give the tee a witty backstory in its description, but alas:

We aren’t saying they’re gold diggers – we’re just saying they’re out for the gold! What’s wrong with that?

What’s wrong? Well, lots of things, actually. For instance, does this shirt come in men’s sizes? Nope. Because gold digging is just for the ladies, of course! Come on, Nike. We highly doubt Carmelita Jeter or Gabby Douglas would be impressed with this particular stunt, to say nothing of the certain ire of McKayla Maroney.

We have reached out to Nike for comment on the issue and are awaiting a response.


[World Soccer Shop]



  • Anonymous

    Unless a woman has an IQ under 80, or has not a shred of self respect, she is not buying that stupid t shirt.

  • http://twitter.com/JokeToSelf Joke to self…

    Isn’t Nike just playing on the term “gold digging,” transforming it from a phrase that describes a woman who relies on someone else’s success to a phrase that describes a woman who achieves her own success? I don’t think it’s sexist at all. It’s clearly meant to be ironic and empowering.

  • Anonymous

    Tacky, but not unexpected from Nike as they’ve yet to prove they respect women athletes. The shirt should be trashed, or Nike should make the T Shirt for men as well. I’d wager it would take all of 1/2 a day for men to let Nike know a mens gold digging T shirt belongs in the garbage.
    Also Tacky is McKayla Maroney’s scowling face while hiding her silver medal. Shameful at best of any athlete. She effed up, she made a mistake, she didn’t win gold because of that mistake. But, she did win silver & instead of being gracious & accepting a medal many athletes would be proud of around their neck, Maroney displayed to the world what a poor sport she is.

  • http://profile.yahoo.com/B7RLII6DXIUQPFAFXBUVR34QYI JillianB

    The first thing I thought when I saw that shirt was “Oh, that would be funny for the women’s beach volleyball team to wear”. But other than that … I can’t really see the point in wearing it.

  • Daria Gunderson

    The Oscars is without a doubt the most visible entertainment event of
    the year, and we’re glad that Davis took such a vital opportunity to
    make such an important statement.

    http://africanmangomeltdown.com/

  • http://twitter.com/lifepostepic Cade DeBois

    Holy f***. Seriously? And stop with this “isn’t this empowering?” nonsense because you all know it’s nonsense. No one listens to Kanye’s “Gold Digger” and thinks, “Hmm, how can we look at this as empowering to women?” No, if they hear “gold” before “dig”, a strong, independent and capable women worthy of respect is the last thing they think about, The phrase seeks to label a woman as having insincere and dishonest motives precisely because she supposedly can’t make it on her own. It’s an insult, period.

  • Moritani

    Ugh. Tasteless. If I were an Olympian, I’d be speaking out about this sexist tripe.

  • Mr. Controversy

    Who gives a damn, quit crying! It’s a shirt, if you don’t want to wear it, don’t; if you want to, do! Everyone is a politically correct, whiny sissy these days. No one cares what what you think, if you don’t like something don’t buy it, it’s called freedom.

  • Ash

    It all starts with a shirt, for example. It leads into thinking stereotyping women is “funny.” But, you can’t even insult people without using a female term? “Sissies” are female siblings, not a term to mean weak people. And it’s little sexist remarks like that and only assuming women are “gold diggers (If, ONLY the female Olympians were literally digging to earn a gold medal, that might actually be an argument.)” that pile up in a culture that can’t even believe women are socially equal to men. Sexism’s been taking a group of people’s freedom for centuries and you have the nerve to whine like a spoiled child that you can’t degrade a group of people, because you can’t laugh at a half-decent joke instead of Nike’s attempt at being ironic?

  • SanePerspective

    Irony
    i·ro·ny [ahy-ruh-nee, ahy-er-] noun, plural i·ro·nies.
    the use of words to convey a meaning that is the opposite
    of its literal meaning.

    This shirt is ironically funny. It takes the stigma associated with the phrase “Gold Digger” and turns it on it’s head to mean something completely different.

  • Anonymous

    And exhale. It’s a joke, and a clever one. If you can’t see how the message here is one of empowerment . . . well, I guess then you’ll just keep on writing silly little things like this.

  • http://twitter.com/Highest_Cheese DMurph

    Oh, so this is the site with the humorless boob writing for it. Hi!

    Glad to see “Celebrity Booty Boo-Boos” is the headline for one of the suggested stories under this steaming pile of spasmodics.

  • http://www.facebook.com/jennie.d.chamberlain Jennie Dorosh Chamberlain

    Nike makes these shirts for women and girls but won’t make USWNT kits available to kids! Practically every men’s kit is avail in kids sizes. The USWNT deserves to have their names emblazoned on the backs of kids and the kids who love and look up to them deserve the chance to wear them. Think this needs to change, check out my FB page “What’s Up Nike? Make some US Women’s National Soccer Team kits for kids”, or better yet, write a story about it! I posted their response to my inquiry on the website. – Jennie

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