Why a Nike ad in Japan has generated backlash?

Nike is facing a backlash in Japan over an advert which highlights racial discrimination in the country. The video shows the “real life experience” of three young soccer players from mixed heritage.

The two-minute video, titled ‘The Future Isn’t Waiting’, is the latest attempt by the company to expand its marketing strategy to focus on socio-political issues.

Nike had said that the advertisement was inspired by the stories of real women athletes in Japan, and the video features one biracial woman and another who is a zainichi, ethnically Korean.

According to BBC, In one of the scenes, the biracial girl is surrounded by other fellow female students who seemed to be intimidating her and pulling her hair. Another girl in the video is of Korean descent and receives stares from strangers while walking on the road when she wears her hanbok (a traditional Korean clothing).

Meanwhile in another scene, a girl is being surrounded by her classmates who attempt to steal her bag. Thereafter, her worksheets are being flung in the air and she hurriedly flees the classroom. Japanese tennis player Naomi Osaka and professional soccer player Yuki Nagasato also made special appearances in the ad.

But it has sparked fierce debate as Japan is unaccustomed to openly discussing sensitive issues such as race, with some questioning whether a foreign brand should have waded in. Race is a sensitive issue in Japan and one that is not openly discussed. However, the company has brushed off the criticism