Nike owes a better explanation for its reported reversal over Karim Benzema. If the company approached him and progressed toward a scheduled shoot, concerns about his suitability should have been addressed before the night of the cancellation.
The Athletic reported that Nike cancelled a London shoot planned for September 24, involving its collaboration with Corteiz. Benzema’s representative said Nike initiated the approach. Anonymous sources attributed the withdrawal to a closer examination of his background without identifying the issue.
Nike said the project did not represent a broader relationship with Benzema, adding: “We regret that conversations got this far.” Benzema subsequently posted “Fake News” on Instagram. Foot Mercato reported his response while noting that its meaning remained unclear.
The account remains disputed, and the published details do not establish everything either side accepted. But Nike’s statement still leaves its handling unexplained. Regretting how far discussions advanced raises questions about why the company allowed them to advance.
New information could justify stopping a campaign late. Nike has not identified such a development in the reporting reviewed here. If approval remained outstanding, the company should have made that clear before preparations reached a scheduled shoot.
Instead, the explanation attributed to anonymous sources puts Benzema’s background under scrutiny, while Nike offers little detail about its decisions.
If the reported sequence is accurate, that is poor business handling. Nike can choose its collaborators, but it should explain why it reportedly pursued Benzema before deciding against him when the shoot was scheduled for the following day.
