Business
Nike’s Anti-Racism Campaign Is Making Japan Very Uncomfortable
Its social justice playbook, which worked in the U.S., may not translate to a nation that’s much less diverse.
A screenshot from a Nike commercial in Japan called “The Future isn’t Waiting.”
Photographer: Nike/YouTubeThis article is for subscribers only.
Two years ago, Nike Inc. put politics at the center of its U.S. marketing strategy, embracing Black activist and former NFL quarterback Colin Kaepernick as the face of its 30th anniversary “Just Do It” campaign. Now it’s testing a new market for its anti-racism message: Japan.
Nike Japan’s latest ad, released in late November, features three young women, including one who’s biracial and one who’s ethnically Korean, who grapple with racism and bullying but find refuge and joy in their excellence on the soccer field. The company said the ad was inspired by accounts from real athletes in Japan.