Manny Pacquiao is one of the most famous professional boxers. Before a couple days ago, he was loved by many as a family man who ‘literally’ fought to be where he is today. While appearing on a Phillippino television show (his native country), Pacquiao compared gay men and women to animals. In response to his comments, Nike has chosen to cut ties with the world champion boxer. As the backlash continues, Pacquiao continues to stand his ground and not apologize for his chose of words or beliefs.

Was it right for Nike to cut ties with Pacquiao? Would it have been in his best interest to apologize?

I think Nike has made the right decision, though tough situations like these are never black and white. Nike, in a statement made after their decision, has made it known that they strongly oppose discrimination of any kind and have a long history of standing by the LGBT community. It is important for Nike’s reputation to make their stance on the issue known before people make assumptions about the company and their relationship with Pacquiao.

I also think it was not a smart decision on Paquiao’s part to refuse to apologize for what he said. He may have specific beliefs that he does not want to back down from, but he has to be careful of the way he addressing the topic and the comments he makes in response to what people are saying. At one point, Pacquiao took to social media to apologize for comparing homosexuals to animals, but was it too late? Should he have apologized sooner for the way he made his comments? Was it too late to apologize when he had already made even more negative comments in response to his first statement?

It is a very tricky waters and I think both Nike and Paquiao should definitely be advised by Public Relations professionals on how to handle situations such as these.

Article: PR Daily

Article: LA Times