In the advertising world, “borrowed interest” is when you “borrow” something that exists and transform it to fit your product. Down Range Indoor Training Center borrowed Black Lives Matters and did this.
“Businesses do have the freedom under the First Amendment … but there’s a level of ‘rocking the boat’ that can be detrimental to the community,” said Rex Bell, a Chico State University student. “It seems to me that they minimalized all of the issues behind Black Lives Matter. Not intentionally, maybe, I don’t think anyone wants to be that monster, maybe they didn’t understand the impact it would have.”
People are so sensitive, this reminds me of the outcry for Black Olives Matter, a T-shirt by an Italian restaurant. I suppose a retail outlet could do Black Suits Matter, maybe a bowling alley could sell Black Balls Matter. Here’s why Down Range did it:
“As a small business, Black Friday matters – for us, we’ve been blessed to be here for the last four years, and we’re looking at it as, small business is the life blood of our economy, so we’re looking at it as, shop local for Black Friday,” Clark said.