- Social media users in China have expressed their disapproval of Nike’s new ad
- The clip shows a female table tennis player licking her paddle at the beginning of the video.
- The campaign is said to highlight the work athletes put in to achieve greatness.
Social media users in China have reportedly expressed their disapproval of a new advertisement released by Nike ahead of the 2024 Paris Olympics, which shows a female table tennis player licking her paddle.
The ad, which launched on July 19, is part of the American sportswear brand’s ‘Winning Isn’t For Everyone’ campaign.
Nike says the promotion is to highlight the hard work and dedication athletes must put in to reach the top of their discipline.
Several world-famous sports stars appear, including LeBron James and Kylian Mbappé, and also feature a voiceover by Hollywood actor Willem Defoe.
But the 90-second clip has sparked discussions among social media users in China, according to Global timesand has left some feeling uncomfortable, with some users focusing their attention on the table tennis athlete, which happens approximately six seconds into the video.
A scene from Nike’s new campaign ahead of the Paris Olympics has caused some controversy among social media users in China.
The clip, which appears at the beginning of Nike’s new ad for its ‘Winning Isn’t For Everyone’ campaign, shows a female table tennis player licking her paddle.
The clip, which is also titled “Am I a Bad Person?”, was posted on social media platform Sina Weibo and has garnered more than 81 million views, according to the Global Times.
According to the outlet, one user wrote on Weibo: “What is the purpose of this action? It is disrespectful, incomprehensible and unacceptable.”
One wrote: “There are many ways to express love for something, like touching it with your hands, pressing it against your forehead, or even kissing it like a tennis racket,” another added.
“I don’t understand the meaning of licking a table tennis paddle. If you want to show your love for this sport, you can just kiss the paddle,” one wrote, according to the Global Times.
In contrast, others were left confused by the outrage, writing: “Licking the lollipop was obviously to boost his fighting spirit and provoke the competitor.”
In response to local media reports, Nike’s customer service in China said: Nikkei Asia‘will reflect the concerns of supervisors.’
Some sports legends, including LeBron James (pictured), also appeared in the ad.
Nike says the campaign aims to highlight the hard work elite athletes put in to reach the pinnacle of their sport, and Kylian Mbappé (pictured) also features.
Speaking about the meaning behind the ad after its release, Nike chief marketing officer Nicole Graham said: COMPLEX:’It’s about celebrating the voice of the athlete.
“It’s a story about what it takes to be the best. The legacies yet to be forged and the dreams yet to come true. It reminds the world that there’s nothing wrong with wanting to win.”
China has brought a 716-member delegation to the Paris Olympics in the nation’s bid to top the medals table this summer. That figure includes 405 athletes, who will be supported by 311 coaches and staff.