NIKE ADVERTISEMENT ON BULLYING, RACISM FACES BACKLASH, BOYCOTT CALLS

Written by on December 2, 2020

A VIDEO ADVERTISEMENT 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.

THE COMMERCIAL, KEEP MOVING: YOURSELF, THE FUTURE, RELEASED ON NOVEMBER 30, SHOWS SEVERAL TEENAGE GIRLS BULLIED IN SCHOOL OVER THEIR RACE OR OTHER DIFFERENCES, BUT WHO ULTIMATELY FIND CONFIDENCE THROUGH THEIR PROWESS IN FOOTBALL.

ONE SCENE FEATURES A GIRL WHOSE FATHER IS BLACK SURROUNDED BY FELLOW STUDENTS, SQUEALING AND PULLING HER HAIR.

JAPAN HAS TRADITIONALLY PRIDED ITSELF ON BEING RACIALLY HOMOGENEOUS, ALTHOUGH SUCCESSFUL MIXED-RACE ATHLETES SUCH AS TENNIS STAR NAOMI OSAKA ARE CHALLENGING THAT IMAGE.


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