TheJakartaPost

Please Update your browser

Your browser is out of date, and may not be compatible with our website. A list of the most popular web browsers can be found below.
Just click on the icons to get to the download page.

Jakarta Post

Japan Nike ad on bullying, racism sparks hot online response

  (Reuters)
Tokyo, Japan
Wed, December 2, 2020

Share This Article

Change Size

Japan Nike ad on bullying, racism sparks hot online response Japan's Naomi Osaka during the match against China's Saisai Zheng at the Australian Open in Melbourne Park, Melbourne, Australia, on January 22, 2020. (REUTERS/Hannah Mckay)

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".

Read also: From majors to manga: Japan tennis ace Osaka to star in comic book

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." 

{

Your Opinion Matters

Share your experiences, suggestions, and any issues you've encountered on The Jakarta Post. We're here to listen.

Enter at least 30 characters
0 / 30

Thank You

Thank you for sharing your thoughts. We appreciate your feedback.