Nike under fire in Japan over anti-racism advert

Biracial tennis star Naomi Osaka makes a cameo in the video

Credit: HANNAH MCKAY /REUTERS 

Nike has sparked controversy in Japan over a new anti-racism advert, with critics saying the American company has misrepresented the country and has no place commenting on taboo social issues.

The new commercial shows three teenage girls — one ethnically Japanese, one half-Japanese half-Black, and one Korean — being bullied in school before finding confidence and friends through playing football.

The two-minute video, accompanied by the hashtag #YouCantStopUs, has been viewed more than 14 million times on Twitter and sparked a heated debate on social media in Japan.

While some praised it as “powerful”, many decried Nike’s decision to mix sport with racism, causing some to call for a boycott of the brand.

Racism has long been a sensitive issue in Japan’s widely homogenous society, in particular in relation to ethnic Koreans raised in Japan and biracial Japanese, often referred to as “hafu”. 

“Is Japan really such a country full of discrimination? It feels like you’re creating a false impression of Japan,” commented one person on Twitter.

“Don’t involve racism in sports,” said another, with a third writing: “Nike is over.”

One Japanese woman described feeling “uncomfortable” watching the advert and said she would no longer buy Nike products for herself or her child.

動かしつづける。自分を。未来を。#YouCantStopUshttps://t.co/EEkOkOOeLt pic.twitter.com/aPnZcPAO05

— Nike Japan (@nikejapan) November 28, 2020

Nike Japan defended the video, saying in a statement: “We have long listened to minority voices, supported and spoke for causes that fit our values. 

“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.”

Tennis star Naomi Osaka, whose mother is Japanese and father is Haitian, also makes a cameo appearance. 

The athlete has been a popular endorsement figure in Japan but she has also been the target of racism.

Last year she was depicted as white in an animation commercial for noodle brand Nissin, and a few months later a comedy act reportedly said she needed “bleach” for being “too sunburned”. They have since apologised.