Japan has historically prided itself on being racially homogeneous, though profitable mixed-race athletes resembling tennis star Naomi Osaka are difficult that picture.
The business, “Preserve Transferring: 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 way of soccer prowess.
One scene incorporates a lady whose father is Black surrounded by fellow college students, squealing and pulling her hair.
The video, considered 14.1 million occasions on Nike Japan’s Twitter feed by midday (0300 GMT) Wednesday, had racked up 63,000 likes but in addition a cascade of essential 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 consumer named “hira1216”.
One other requested, “Is it a lot enjoyable accountable 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 light-weight brown hair, whereas a comedy duo stated she “wanted some bleach”.
Nike Japan was not instantly capable of touch upon the response, however stated on its web site it believes within the transformative nature of sports activities.
“We have now lengthy listened to minority voices, supported and spoken for causes that match our values,” it added.
“We imagine sports activities have the facility to indicate what a greater world seems to be like, to carry folks collectively and encourage motion of their respective communities.”
(Reporting by Elaine Lies; Enhancing by Karishma Singh)