Inappropriate Appropriation (Seeing Red)

http://www.pitchforkmedia.com/news/05-06/23.shtml
First read this link.

I've been involved with the skate and punk subcultures for nearly 20 years now, and I can say, while this is not first time I've seen mainstrean Madison Ave. try to break into or exploit the punk and skate subcultures, this is one of the worst and most blatant examples of corporate hubris I have ever seen.

Nike has been trying to get into the skate market for who knows how long, and this is another pathetic attempt by them to gain "street cred." Sadly, the Kids nowadays are not as anti-corporate as they used to be, so what chance does David have against Goliath nowadays? And last year I was talking to a friend of mine who has also been a longtime skater/punker, and he actually thought Nike's new shoes were kinda cool, and that they were making inroads into the world of skating. Uggggh, and this is from someone who should have known better.

Will it work? I have no idea. I hope Dischord sues the shit out of them, but really, what's a jury going to reward them? And honestly, anything Dischord receives is going to be a drop in the bucket for a corporate giant like Nike. Like I said earlier what chance doea David have against Goliath in our times?

But of course indie and punk bands (not to mention famous artists) have done the same to big companies. Skate companies have done the same, I mean the Minor Threat graphic itself has even been appropriated by a skateboard company, and sold as a skateboard graphic! So, what's the difference?
Usually this is done in a different context other than making pure profit, this type of approrpiation is done with the idea of putting the original (idea, ad campaign, logo, etc..) in a different context, and putting a new twist on it's meaning. But this is usually done with the idea of creating something new, parody and satire, paying homage, or at least creating a controversy.

Nike's skate campaign, does none of the above, because we all know Nike is not about promoting culture (or subculture) but about taking whatever they can and making a profit. They clearly are not making an artistic statement, and are not even making a parody or satire. Something like this might actually damage Dischord/Minor Threat's image as a staunchly anti-corporate DIY outfit. Dischord has been a true pioneer in independent and DIY music for nearly 25 years, and what if some of the young skaters might mistakenly think that there is some kind of connection between Nike and Minor Threat? It's ironic, because this is always the argument that big companies make in cases of copyright and trademark infringement. I wonder how many people NIKE has sued because of copyright/trademark infringement?

Let's just hope some of the young kids skating don't fall for it. Maybe if a few pro skaters would point this out, it would really resonate with the kids.