ABSTRACT
In late July of 2013, Nike released a new line of tattoo-like leg tights for women, not realizing the disastrous effect it would have on the culture of Fijian, Samoan, and New Zealand people who view it as a males-only sacred rite of passage. This cultural mistake is not the first for the world’s top athletic apparel and footwear company. Nike apologized and recalled all unsold tights, but how can the company make sure it does not co-opt any more cultural traditions?
