Nike’s Ad On Bullying Faces Backlash In Japan
Japan: Nike's ad on bullying faces backlash as the ad about teenage girls getting bullied over race or other differences gets a sharp online response.
Japan: Nike’s ad on bullying faces backlash as the ad about teenage girls getting bullied over race or other differences gets a sharp online response.
A recent advertisement from Nike Japan released on 30th November, against bullying and racism featuring multiracial athletes and also other minorities, such as some of those from the Korean Descendent, has prompted a sharp online response and it also calls to boycott the company.
The commercial; Keep moving: Yourself, the future, shows some teenage girls being bullied in school over their race or other differences, but who ultimately find confidence through their prowess in football.
The video shows the ‘real-life experiences’ of three young soccer players, of different cultures.
It has about 25 million views on social media and almost 80,000 shares.
But it has sparked fierce debate as Japan is unaccustomed to openly discussing sensitive issues such as race, with some questioning whether a foreign brand should have waded in.
Nike Japan said the ad highlights how people “overcome their daily struggles and conflicts to move their future through sports”.
But some comments on social media said Nike was exaggerating the scale of discrimination, arguing that it was unfair to single out Japan. Other users threatened to boycott Nike products.
One comment said: “It’s as if they are trying to say this kind of discrimination is everywhere in Japan.”
Dear executives in Nike. We Japanese are not familiar with this kind of Ad. Rather, we HATE THIS. Did you hear from local employees’ opinion? Localization is very important. Do not think from US culture. Follow the opinion from employees. I would like not to hate your company.
— zip_pod (@zip_pod) November 29, 2020
However, there were also positive comments about the ad, titled “The Future Isn’t Waiting”, for highlighting the issue of racism.
Nike Japan was not immediately able to comment on the response about their ad on bullying that faced backlash but later said on its website that 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.”
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