This Nike ad in Japan is causing controversy because of diversity

In this March 22, 2017, file photo, the Nike logo appears above the post where it trades on the floor of the New York Stock Exchange. | Associated Press

A new Nike ad in Japan has caused heartburn because it features diversity.

Nike is facing some backlash because of a new advertisement that promotes diversity and shows discrimination in Japan.

What’s going on?

Nike has released a new advertisement — titled “The Future Isn’t Waiting” — that highlights racial discrimination within Japan.

• The ad tells three real-life stories of young soccer players who have mixed heritage.

Reaction

But the commercial has stoked a fire in Japan, which “is unaccustomed to openly discussing sensitive issues such as race, with some questioning whether a foreign brand should have waded in,” according to BBC News.

Others in Japan suggest the ad is singling out Japan when this is a worldwide issue.

• Morley Robertson, a Japanese-American journalist, told BBC News: “Many Japanese do not like to be told by outside voices to change their ways. But if a foreigner demonstrates a deep understanding of Japanese culture or Japanese rules, then those same Japanese who would otherwise take offence will gush forth with praise.”

Nike response

Nike Japan said the ad shows how people “overcome their daily struggles and conflicts to move their future through sports.”

Nike did not respond to The Japan Times’ request for comment. However, the company issued the following statement on its website:

• “We have long listened to minority voices, supported and spoken for causes that fit our values,” it said.
• “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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