Nike Air Max Dn 8 in From Venice to London advertising campaign
Nike Accused of Misusing Image of Venetian Gondoliers
A dispute has erupted in Italy over Nike advertising. The American brand's advertising photo shoot features shots of Venice gondoliers wearing Nike Air Max Dn 8 sneakers. Such images were used in the brand's From Venice to London campaign.
The Italian Association of Gondoliers of Venice (Gondolieri di Venezia) was outraged by this fact. Since according to the contract, all gondoliers who are members of the association are required to wear shoes of the KEHNOO x Fly collaboration “Keh-noo for Venice”. The case may go to court, - writes La Conceria.
KEHNOO x Fly “Keh-noo for Venice”In a joint press release, the Venice Gondoliers Association and Fly oppose “the advertising campaign circulated on social networks by Nike Italy, which wrongfully linked the name and image of Venetian gondoliers with Nike footwear.”
The association and the shoe factory consider the message that Venetian gondoliers use Nike shoes to be misleading. Since the associated gondoliers use Fly shoes exclusively. This is established in the licensing agreement of April last year between the association itself, "the sole representative of the category of gondoliers of Venice", and the company "Al Duca d'Aosta", which in turn has concluded an exclusive sublicensing agreement with Fly for the production, marketing and supply of "Keh-noo for Venice" shoes.
But there is one detail. The Nike adverts do not feature gondoliers, but sandolisti, or sandolo boat drivers. Gondolas and sandoli are both traditional Venetian boats, but they have some significant differences that are not known to the general public. In the Nike adverts, sandolisti are mistakenly identified as gondoliers. However, Fly and the Venice Gondoliers Association say they will vigorously defend their rights and image in all instances.
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