A new campaign by Nike, the Nike 6.0 campaign, features several t-shirts with controversial messages which is causing some real concerns across the country.

The new t-shirts, geared towards skateboarders, snowboarders, skiers, surfers, and BMX bikers, may have crossed the line. 

One T-shirt depicts a fallen prescription medicine bottle with the word, "DOPE." Instead of pills, however, the oval shapes of skateboards and snowboards appear to be tumbling out. Dope is an approving term in the skateboarding realm.  However, in the drug prevention and treatment realm, prescription drug abuse is not anywhere close to being cool.

Another t-shirt, features "Get High" above the Swoosh symbol.  The other shirt features "F**k Gravity." The drug references and profanity, unmistakable.

Nike spokeswoman Erin Dobson said in a written statement, "These T-shirts are part of an action sports campaign featuring marquee athletes using commonly used and accepted expressions for performance at the highest level of their sport, be it surfing, skateboarding or BMX. Nike does not condone the use of banned or illegal substances."  The prescription bottle? A reference to the adrenaline rush one experiences during extreme sports.

A creative marketing and publicity scheme? Or a campaign that is irresponsible and sends a poor message?  What do you think?  Let us know by joining us on Facebook.

Images the property of Nike.