In September 2003 the news went out nationwide: "Karlsplatz, one of Vienna’s main squares, is soon to be renamed Nikeplatz. Apart from the new name, it appears that a huge monument in the shape of Nike’s famous “Swoosh” logo will be built in Nikeplatz." Needless to say, it was all fake. The one-month campaign provoked the reactions of Vienna’s citizens, city officials and, of course, the Nike group, which denied any involvement and started legal action to put an end to the bizarre performance. This almost unbelievable prank is the work of the artist duo known  as 0100101110101101.ORG, who this time tricked an entire city: Vienna.

Wow.  Talk about a moment for a brand to make a decision.  Nike filed a formal injunction against the organization who, in turn, ignored said injunction.  In the end…Nike folded and allowed the demonstration to continue to its conclusion.  The real question:  does Nike placate alarmed citizens by trying to squash the demonstration, or do they embrace it as a moment of brand strength?  They chose to try to squash it (and failed).  Maybe the middle ground is the best answer?

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