Nike is grappling with a wave of controversy as the 2024 Paris Olympics approach, facing criticism on two fronts: their Olympic uniforms and a promotional video that has incited outrage in China.
Firstly, Nike's new uniforms for Team USA's track and field athletes have sparked significant backlash. At a high-profile event in Paris, the sportswear giant unveiled its latest designs, including a controversial women’s bodysuit with a high-cut design. Critics, including athletes, have labeled the uniform as "sexist," arguing that it prioritizes aesthetics over functionality and comfort. This sentiment was echoed across various social media platforms, where the design was denounced for being unnecessarily revealing and impractical for competition.
Yesterday, Nike, with millions of followers, shared an ad video featuring a song with the words "Kurdish mom" and "Kurdistan," but later deleted the videos. Do you think they deleted it due to Turkish backlash? @Nike @nikestore pic.twitter.com/3JuE00iZCa
— Mustafa Demir (@mstfmusic) July 7, 2024
The debate intensified as former Olympians and current athletes defended the brand, emphasizing that the uniform offers performance advantages and is in line with the evolving trends in athletic wear. Nonetheless, the uproar has cast a shadow over Nike's role as the official outfitter for Team USA, with some calling for a redesign to better accommodate the athletes' needs and preferences.
Simultaneously, Nike's new advertising campaign, titled “Winning Isn’t for Everyone,” has ignited a separate controversy in China. The campaign features a 90-second video that includes a scene of a female table tennis player licking her paddle, a gesture intended to signify passion and determination. However, many Chinese netizens found the act disrespectful and incomprehensible, leading to widespread criticism on social media. The hashtag related to the video garnered over 81 million views on Sina Weibo, with users suggesting that a more appropriate gesture would have been touching or kissing the paddle.
Nike faces backlash for “insulting China” after commercial depicts an Asian table tennis player licking the edge of her paddle, “implying that the scene targeted China, as table tennis is the country’s national sport, and that it was smearing the image of the Chinese people.” pic.twitter.com/4ytHFAjXW6
— GDTV (@staygroundeadtv) July 24, 2024
This incident is not Nike's first clash with Chinese consumers. Previous campaigns have also drawn ire, including a 2021 Mercedes-Benz ad that featured a model with "squinting eyes," which was perceived as perpetuating negative stereotypes.
The cumulative effect of these controversies has placed Nike under a magnifying glass, as it navigates the delicate balance of global brand image and local cultural sensitivities.
As the Paris Olympics draw near, Nike's handling of these controversies will be critical. The company has promised to address the concerns raised by the Chinese audience regarding the ad, though specific steps have yet to be detailed. Meanwhile, the uproar over the Olympic uniforms continues to simmer, with the potential to influence both public perception and athlete performance on the global stage.
In conclusion, Nike finds itself in a challenging position, needing to appease both its critics and supporters. How it manages these issues will likely have lasting impacts on its reputation and relationship with its global consumer base.
