Wednesday, Feb. 27, 2008
How corporations ape the underground
In the summer of 2005, Nike SB, a division of the shoe giant in charge of producing footwear for skateboarders, created an advertisement for their upcoming skateboarding tour that attempted to connect the brand with the type of music that many skaters loved. Titled “Major Threat,” the ad reproduced the iconic album art of hardcore punk legends Minor Threat’s 1981 self-titled album. The response from many skaters—and from Dischord Records, the Washington, D.C., label run by former Minor Threat frontman Ian MacKaye—was swift and predictable.