Prevention Advocates Concerned About Controversial Nike T-Shirts

In spite of numerous studies showing the harmful effects of marijuana and other drugs, young people are bombarded with messages telling them the opposite. Drug abuse prevention advocates have routinely conducted assessments at boutiques and national chain stores such as Macy's, Target and Ross to ask retailers to create policies eliminating apparel that promotes drug use, oftentimes with their youth groups leading the initiatives. Now, Nike, who has traditionally stayed off the "offenders list," is facing backlash to T-shirts coalitions say promote drug, replacing its signature "Just Do It" slogan on some T-shirts with the phrases "Dope," "Get High" and "Ride Pipe."

From coast to coast, prevention advocates and organizations and even the Boston mayor, Thomas M. Menino, have been bombarding Nike store managers and the corporation, headquartered in Oregon, with letters asking them to stop selling the shirts and to promote more responsible, healthy messaging on its apparel.

The Nike shirts became available on earlier this month in conjunction with the launch of an action sports campaign. The Nike company has defended itself by saying the terms are part of the lingo used by the skaters, snowboarders and surfers, but coalitions say it’s also the language of drug addicts. The "Dope" shirt, for example, shows the image of a pill bottle upended with surfboards and skateboards pouring out.

Organizations like Oregon Partnership and Join Together/The Partnership at Drug-Free.org are urging people to write letters to Nike asking them to stop selling the t-shirts. You can customize a letter to Nike by using the Oregon Partnership’s template.