The Nike ID Sweatshop E-mail Controversy dates back to 2001 when Jonah Peretti, who later co-founded BuzzFeed and HuffPost, engaged in a viral email chain with Nike's customer service. Peretti attempted to order a pair of custom sneakers with the word 'sweatshop' embroidered on them to protest the brand's labor practices. Nike repeatedly canceled the order, citing that the word was 'inappropriate slang,' leading to a witty back-and-forth where Peretti used dictionary definitions to debunk their claims. This exchange is widely regarded as one of the first true viral emails in internet history, serving as a blueprint for modern digital activism and corporate critique. The meme template typically features the email text or a mockup of the shoe to mock brand image management and corporate PR hurdles.