cautionary tale for brands looking to cash in on a national holiday it all begins with a shoe this one mike mikey had planned for the special edition of 4th of july train us to go on sale on us independence day but the inclusion of this is story corps flag on the heel has turned the stunt into a marketing not that former n.f.l. quarterback calling company nike ambassador raised objections to the flak which he said i've been appropriated by far right nationalists the companies deferred to the star and pulled the chute but triggered a backlash a costly one with the governor of arizona withdrawing a $1000000.00 in grants meant to fund a nike factory in the state in a twitter tirade he called the decision shameful that dramatic and expensive escalation in an introduction that started through the to the brand's slogan just do it and undid with a decision not to do it. and that's it for me and the business team here in berlin for more business news lots of analysis and background stories of course check out the w. dot com slash business but before you do that stay tuned because the w. news is up next r

mikey, throw this downstairs, all right? it's garbage. guys, we got to start hurrying up on this, okay? chicken quarters next. i got the meatballs in there. pasta -- come on, boil! mikegot to work faster, all right? you got to get this stuff going. roni: tad, can i use your oven? tad: use the bottom one, all right? just leave the top one open. i'll get it figured out. roni: thank you for assistance in this matter. lemonis: it's almost like a switch just got flipped. calm, normal, and then explosive. tad: come on! timer goes off, meatballs. all right? man #2: gotcha. tad: don't mess it up. lemonis: it's actually kind of fascinating. while tad's going crazy and screaming and acting like a tyrant... tad: stuff's got to get hot. lemonis: ...people aren't really reacting. it's almost like they're used to it. it's a pretty unhealthy dynamic. jen, do you spend most of your time in the office? jennifer: yes. lemonis: how long have you been here? jennifer: just under 2 years, but i've been a friend of tad's for 20 years. lemonis: wow. jennifer: yeah, dear friends. lemonis: you like it here? jennifer: i do. lemonis: what concerns you about the place? jennifer: it's chaos. it's