>> Nike in the crosshairs of China's yearly brand bashing rally on Wednesday night. An infamous state media show known as 315 skewering the sports brand for false advertising. Saying it misled customers over air cushions in its Hyperdunk basketball shoes. The Consumer Rights day special is watched by hundreds and millions of people and names and shames big firms for bad behavior.
Brands have taken it as a big blow in the past. But as Adam Jordan explains, corporate PR teams have gotten savy to the two hour onslaught.>> We've had people like Apple, people like Volkswagen who've been targeted before. It's a great time to be able to go hey look at these big MNC's who are now getting taken down a peg or two.
We speak to PR experts here, what they'll say is that the key is to respond quickly, respond confidently with a very clear message. And Nike has sort of done that. It's only 300 pairs of these particular shoes that didn't have these air cushions. They've said they've apologized to consumers here.
It may well be that the list doesn't spread beyond the show. It is after all only a small number of shoes, really in the mountains that they must sell here in China, one of their largest markets.>> In the past there's been an explosion of anger directed at brands after three 15, but Reuters saw less chatter following this year's broadcast.
>> Experts here say that the market for consumer rights has become more mature. People aren't looking at just one show one day of the year for consumer protection. While the glare is so strong on one particular day companies do have more wary for the rest of the year.
Getting named and shamed in the past has sparked major product discounts and giveaways. From McDonald's apple pies to iPads, as companies try to get back on people's good side. So far there's been no word if China can look forward to cut price designer sports shoes in the coming year.