A video designed to lure athletes to the University of Southern California was pulled from the school after a backlash against their insensitive tone.
The video showed Trojan players and trainers attending a fake premiere and a Hollywood Hills pool party. It was created by the school’s new BLVD Studios, a creative laboratory for athletic branding and content.
Next year the NCAA will set new rules for college athletes to use their name, image, and likeness. That could potentially mean a lot of money for celebrity athletes, and USC was hoping to attract more of them to school by highlighting the opportunities available in one of the world’s media capitals.
However, the university took the video down after the scenes of exposed players and coaches sparked violent backlash. Sporting director Mike Bohn issued a statement apologizing for the video.
“It should be easy going in an otherwise difficult year and we’ve encouraged our athletes to participate,” said Bohn. “In retrospect, the themes and timing of the video were mismatched, especially given the challenges everyone faces today. I apologize to the USC community for this misjudgment. We know we can do better next time. “