- Chinese social media users have voiced their criticism of Nike’s latest advertisement
- The video begins with a table tennis player licking her paddle
- The campaign aims to showcase the dedication athletes invest to attain excellence
Social media users in China are reportedly expressing their dissatisfaction with a new advertisement from Nike, which features a table tennis player licking her paddle, released ahead of the 2024 Paris Olympics.
The advertisement, launched on July 19, is part of the American brand’s ‘Winning Isn’t For Everyone’ campaign.
According to Nike, the aim of this promotional effort is to emphasize the dedication and hard work required by athletes to excel in their sport.
The campaign includes well-known figures from the sports world, such as LeBron James and Kylian Mbappe, and features a voiceover by Hollywood actor Willem Defoe.
However, the 90-second advertisement has sparked controversy on Chinese social media, as reported by Global Times, with many viewers expressing discomfort, particularly regarding the table tennis player segment that occurs about six seconds into the clip.
A scene in Nike’s new campaign ahead of the Paris Olympics has caused some controversy among social media users in China
The clip, which features at the beginning of Nike’s new advert for their ‘Winning Isn’t For Everyone’ campaign, shows a table tennis player licking her paddle
The video, titled ‘Am I a Bad Person,’ was shared on the Chinese platform Sina Weibo, amassing over 81 million views, according to Global Times.
One user on Weibo commented: ‘What’s the purpose of this action? It’s disrespectful, incomprehensible, and unacceptable.’
Another user added: ‘There are so many ways to express love for something, such as touching it with your hands, pressing it against your forehead, or kissing it like a tennis racket.’
A third user remarked, ‘I don’t grasp the significance of licking a table tennis paddle. If you want to showcase your passion for this sport, a simple kiss would suffice,’ as per Global Times.
On the other hand, some were bemused by the backlash, arguing: ‘Licking the paddle is clearly intended to boost fighting spirit and challenge the opponent.’
In response to local media reports, Nike’s customer service team in China mentioned, according to Nikkei Asia, that they would ‘convey the concerns to management.’
Some sporting legends, including LeBron James (pictured), were also featured in the advert
Nike states that the campaign is intended to underscore the efforts elite athletes make to achieve peak performance, featuring Kylian Mbappe (pictured)
Following the advertisement’s release, Nike’s Chief Marketing Officer Nicole Graham elaborated on its intention to COMPLEX: ‘This campaign celebrates the athlete’s voice.
‘It narrates the journey and sacrifices necessary to reach the pinnacle, the untold legacies yet to be forged, and the dreams waiting to be accomplished. It serves as a reminder that aspiring to win is never wrong.’
China has sent a delegation of 716 members to compete in the Paris Olympics, aiming for a top position in the medal standings. This group includes 405 athletes, supported by 311 coaches and staff.
