In 2019, when a willingness to pursue the matter was expressed, Nike “commissioned an independent investigation and hired legal counsel for the employee, at its choice and at the company’s expense.” The investigation, as admitted by Nike itself, “was inconclusive”, as “a single series of facts did not emerge that would allow substantial intervention on the issue”. Despite this, “Nike terminated its relationship with the athlete because he refused to cooperate in a good faith investigation into credible allegations.”
Da Armstrong
It is not the first time that Nike has taken a stand in the face of scandals (real or alleged) in the world of sport. The best known case concerns the former cyclist Lance Armstrong, following the assessment of the use of doping practices that led to the cancellation of his palmares (seven Tour de France and a bronze in Sydney 2000, all victories revoked by the UCI and the IOC).
In addition to Nike, which has also stopped sponsoring the Livestrong foundation, other sponsors have abandoned Armstrong: Trek, Easton-Bell Sports, 24-Hour Fitness, Anheuser-Busch, RadioShack, Oakley, Honey Stinger and FRS, for a total of 150 Millions of dollars.
Nike also broke off relations with Oscar pistorius after the murder of his girlfriend Reeva Steenkamp by the Paralympic athlete, who had a contract worth about 2 million dollars with the American company.
Other cases related to Nike have seen the early breaking of agreements with the boxer Manny Pacquiao (for homophobic comments) and, only temporarily, with the tennis player Maria Sharapova (for doping), turning back in the latter situation. Nike also stayed by the golfer’s side Tiger Woods at the center of a sex scandal that led him to lose 22 million dollars (almost 20 million euros) in sponsorships.