Japan Nike advert on bullying, racism sparks sizzling on-line response

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Japan Nike advert on bullying, racism sparks sizzling on-line response

TOKYO, Dec 2 (Reuters) - A video advert from Nike Japan in opposition to bullying and racism that o


TOKYO, Dec 2 (Reuters)A video advert from Nike Japan in opposition to bullying and racism that options biracial athletes and different minorities, resembling these of Korean descent, has prompted a pointy on-line response together with calls to boycott the corporate.

Japan has historically prided itself on being racially homogeneous, though profitable mixed-race athletes resembling tennis star Naomi Osaka are difficult that picture.

The industrial, “Hold Shifting: Your self, the Future,” launched on Nov 30, reveals a number of teen women bullied in class over their race or different variations, however who in the end discover confidence by soccer prowess.

One scene contains a lady whose father is Black surrounded by fellow college students, squealing and pulling her hair.

The video, seen 14.1 million instances on Nike Japan’s Twitter feed by midday (0300 GMT) Wednesday, had racked up 63,000 likes but additionally a cascade of important feedback from many who vowed by no means to purchase Nike merchandise once more.

“These days, you usually see one or two folks of various nationalities going to high school completely peacefully. The one which’s prejudiced is Nike,” wrote one person named “hira1216”.

One other requested, “Is it a lot enjoyable in charge Japan?”

Though Japanese sports activities followers have celebrated Osaka, who counts Nike as a sponsor and makes a cameo look within the advert, she was as soon as depicted as a cartoon character by one other sponsor, Nissin, with pale hair and lightweight brown hair, whereas a comedy duo mentioned she “wanted some bleach”.

Nike Japan was not instantly in a position to touch upon the response, however mentioned on its web site it believes within the transformative nature of sports activities.

“Now we have lengthy listened to minority voices, supported and spoken for causes that match our values,” it added.

“We imagine sports activities have the facility to point out what a greater world seems like, to carry folks collectively and encourage motion of their respective communities.”

(Reporting by Elaine Lies; Enhancing by Karishma Singh)

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