KINGSTON, Jamaica — An opinion piece carried by the Telegraph late last month seemingly pits the world against American Justin Gatlin, who has recently been re-signed by sportswear giant Nike.
The article chastised Gatlin, a two-time drug cheat, even saying he should be forgotten history now. It also blasted sponsor Nike, arguing that it sent the wrong message to children and other athletes to “take drugs, get caught twice and sign a shoe contract”.
The Telegraph piece insisted that “this is the same Nike that dropped Gatlin in 2006 after his second failed drugs test”. It questioned, “What type of message does the image of a Nike-sponsored drug cheat with a gold medal round his neck send to fellow athletes and supporters alike?”
It said Nike have proven that all morals have a price. “Never associate with a drug cheat … unless they stand a chance of winning.”
Within hours of the news breaking, social media networks were awash with altered Nike slogans reading: ‘Just Dope It’.
At the same time, it said the sport already had its hero, Jamaica’s Usain Bolt. “Amid a ceaseless cycle of doping controversies, the six-time Olympic champion is athletics’ savior, with his speed,” it said, adding that “under his guidance, 100m sprinting was in safe hands.”
Bolt, however, took a temporary step back making less track appearances in 2014 allowing for Gatlin to creep into his shadow.
The American ran six of the seven fastest 100m times last year, setting personal bests in both the 100m (9.77 sec) and 200m (19.68 sec), and going undefeated through the season.
“In Bolt’s absence the twice-disgraced Gatlin ensured he could rightly lay claim to the title of fastest man in the world. And when you are the fastest man in the world there is money to be made.”
“Gatlin is not the man that Nike needs and not the man the sport needs. Athletics needs its real superhero to return. Step forward Bolt. Your sport needs you,” the article said.