Japan Nike ad on bullying, racism sparks hot online response

Nissin

02/12/2020 05:03

TOKYO, Dec 2 (Reuters) - A video ad from Nike Japan against
bullying and racism that features biracial athletes and other
minorities, such as those of Korean descent, has prompted a
sharp online response including calls to boycott the company.
    Japan has traditionally prided itself on being racially
homogeneous, although successful mixed-race athletes such as
tennis star Naomi Osaka are challenging that image.
    The commercial, "Keep Moving: Yourself, the Future,"
released on Nov 30, shows several teen girls bullied in school
over their race or other differences, but who ultimately find
confidence through soccer prowess.
    One scene features a girl whose father is Black surrounded
by fellow students, squealing and pulling her hair.
    The video, viewed 14.1 million times on Nike Japan's Twitter
feed by noon (0300 GMT) Wednesday, had racked up 63,000 likes
but also a cascade of critical comments from many who vowed
never to buy Nike products again.
    "Nowadays, you often see one or two people of different
nationalities going to school perfectly peacefully. The one
that's prejudiced is Nike," wrote one user named "hira1216".
    Another asked, "Is it so much fun to blame Japan?"
    Although Japanese sports fans have celebrated Osaka, who
counts Nike as a sponsor and makes a cameo appearance in the ad,
she was once depicted as a cartoon character by another sponsor,
Nissin, with pale hair and light brown hair, while a comedy duo
said she "needed some bleach".
    Nike Japan was not immediately able to comment on the
response, but said on its website it believes in the
transformative nature of sports.
    "We have long listened to minority voices, supported and
spoken for causes that fit our values," it added.
    "We believe sports have the power to show what a better
world looks like, to bring people together and encourage action
in their respective communities."

 (Reporting by Elaine Lies; Editing by Karishma Singh)
 ((elaine.lies@thomsonreuters.com; +81-3-4563-2748; Reuters
Messaging: elaine.lies@thomsonreuters.com))