TOKYO – 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.
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.”
This article was first published in Asia One . All contents and images are copyright to their respective owners and sources.
