Controversial new Nike ad sparks angry calls for boycotts
A Nike advert highlighting racism and bullying in Japan has caused a stir on social media, with some users even calling for a boycott of the company.
Nike, which sponsors biracial Japanese tennis star Naomi Osaka, released the two-minute commercial on Monday and it has since racked up more than 14 million views on Twitter.
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The Japanese-language clip, titled "Keep Moving: Yourself, the Future", shows three teenage girls of mixed or non-Japanese heritage being bullied at school before finding confidence through their football prowess.
It had been liked more than 50,000 times on Nike Japan's YouTube channel by Wednesday, but also disliked by over 30,000 viewers -- many of whom accused the sportswear firm of anti-Japanese sentiment.
One scene shows a girl wearing traditional Korean clothes being stared at by passing businessmen, while another shows a group of girls surrounding a classmate whose father is black and touching her hair.
Osaka, who was born in Japan to a Japanese mother and a father from Haiti, makes a cameo appearance as a biracial girl watches her on a smartphone.
While some genuinely loved the video and the powerful message it hoped to convey, many others found it offensive and called on consumers to boycott Nike in protest.
Powerful ad from Nike Japan celebrating diversity and inclusion in Japan. Lots of commenters in support of the ad’s message, but also plenty of people saying they’re going to boycott Nike for it https://t.co/ktYMenoURC
— Mari Saito (@saitomri) November 30, 2020
Those boycotts didn't work on Colin Kaepernick or LeBron. They will not work now. Good for Nike.
— Luis Alis・ルイス (@luisalisferrer) November 30, 2020
an awesome ad
— Gerry Doyle (@mgerrydoyle) November 30, 2020
I'm trying to understand the controversy about the Nike Japan ad... The cynicism of a corporation trying to be "woke" aside, could it be just that people are mad at the insinuation that Japan has a problem with racism and xenophobia? 👁️👁️
— andy (@catboy46) November 30, 2020
Take down that video immediately. Look at the comment section. It is only fueling hatred between Japan and South Korea. Truly disgusting. I will never purchase any products by NIKE.
— Crimson_Samurai (@Shintani_JP) December 1, 2020
Nike don't portray Japan as a bad Country! 😡, I never buy Nike shoes anyway.. ASICS/Onitsuka tiger are way better! https://t.co/ao2L2bPbXH
— ニュージー男子 (@NewZeaDanshi) November 30, 2020
Nike’d stay from politics and don’t raise a problem that doesn’t really exist.
Of course, sometimes teens are bullies.
Japan 🇯🇵 doesn’t discriminate against other people from other countries.
Look at the 2019 🇯🇵 🏉 team, a melting pot and the team was loved during the games. https://t.co/Togtg3nQ0b pic.twitter.com/I8DtjlGUXp— Dr. Alexandre Hillairet, DAOM (@DrHillairet) November 29, 2020
It’s too much.... I’m so sad to make this movie, Nike. Japanese don’t do the discrimination like this movie.....
— おれりー (@oreiii2) November 28, 2020
As a mixed race person, seeing the Japanese twitter reaction to that Japanese Nike ad hurts me
Actually, it disappoints me. It feels weirdly personal. I'm the literal manifestation of something they see as unnatural or disgusting— Special Grade ❌ Prince Uzui ⛩ (@DannyFanta5) December 2, 2020
I have instructed some companies that hold shares and have voting rights to terminate their contracts, capital tie-ups, and business relationships with Nike.
— 寄り道 (@edgeofstreet918) November 29, 2020
Nike Japan opens up about ad
A statement released with the video said it was based on testimonies of young athletes who have struggled to accept their natural identities, and focused on three teenage girls who faced discrimination and bullying.
"Nike for a long time has listened to minorities, supported them and voiced our views about causes that meet Nike's values," Nike Japan’s senior marketing director Barbara Guinet said in the statement.
Several biracial Japanese athletes, including Osaka and NBA basketball player Rui Hachimura, have risen to prominence in Japan in recent years.
Osaka, who has been an outspoken advocate for racial justice, wore masks bearing the names of black victims of police brutality in the United States on her way to victory in the US Open earlier this year.
But she has also had to deal with racial insensitivity in Japan, whom she hopes to represent at next year's Tokyo Olympics.
An ad campaign by one of her sponsors once depicted her as light-skinned in a cartoon, while a TV comedy duo suggested she "needs some bleach" because she is "too sunburned".
with Yahoo Sports staff
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