Nike drops item over claims of promoting ‘gang culture’

Nike has removed a balaclava from its website after critics charged that the design perpetuated violence with “menacing” stereotypes of black youth and allowed the retailer to profit from “gang culture.”

The balaclava was created in partnership with Alyx, a brand run by the designer Matthew Williams and known for high-end Tshirts, athletic wear and bomber jackets. A widely circulated image of the balaclava shows a black model wearing the gear, which covers his forehand, mouth, chin and chest and includes straps similar to holster straps.

Some defended the image as simply showing off a piece of clothing. But experts agreed that companies must approach all of their messaging mindful of any possible offenses, especially when critics can quickly take to social media and dominate the narrative.

The balaclava appears sold out on Alyx’s website, which marketed the item for $92. Other items sold by Alyx in collaboration with Nike include a $515 windbreaker and a $229 “mesh shirt with chest pouch.”

As of Wednesday, the balaclava appeared to have been removed from Nike’s site. On a page about Nike’s collaboration with Williams, an option to “explore the collection” leads visitors to a blank web page.

In a statement, a Nike spokesperson said, “These products were part of a wider Nike Training collection, styled on different models and available in multiple markets around the world. We are in no way condoning or encouraging the serious issue of criminal and gang culture.”

Alyx did not respond to a request for comment. On the company’s website, the balaclava is modeled by a white man without the shoulder straps.

Social media often strips the ability of companies to control the messaging around their products, said Beth Egan, an advertising professor at Syracuse University. Egan noted that the viral image of the black model included two items — the balaclava headpiece and straps worn around the shoulders — that “in many contexts are very benign and very useful.”