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Hi Blog. Reader JK sent me this link to the following NIKE JAPAN advertisement for discussion:
Entitled “動かしつづける。自分を。未来を。” (Lit: We will continue moving. Myself. And the Future.”, which is a bit different from the official title of “The Future Isn’t Waiting”), the subject is of Japan’s school-age Minorities and Visible Minorities facing social othering in Japan, and finding solace and courage in themselves by becoming good at sports.
It’s dated November 27, 2020, and been viewed nearly 10 million times as of this writing. According to the Japan Times, it’s inspired a “fiery online response”: https://www.japantimes.co.jp/news/2020/12/02/national/social-issues/japan-nike-ad/
The BBC adds, a bit disingenuously: “Many Japanese do not like to be told by outside voices to change their ways,” said Morley Robertson, a Japanese-American journalist. “But if a foreigner demonstrates a deep understanding of Japanese culture or Japanese rules, then those same Japanese who would otherwise take offence will gush forth with praise.”
[NB: Morley Robertson is listed in his Japanese-only Wikipedia entry as a “タレント、DJ、ラジオパーソナリティ、ミュージシャン、ジャーナリスト、コメンテーター”. “Journalist” seems a bit of a stretch.]
Steve McGinnes, the author of Surfing the Asian wave: How to survive and thrive in the new world order, believes the advert is an “own goal”. “Endemic racism is going to be a sensitive topic in any culture. But Nike should not think, as a foreign brand, that it is appropriate for them to point it out to their hosts. “They are crudely putting a spotlight onto a subject that many feel should be off-limits to guests. It’s a huge own goal for Nike.”… “In 2020, should America or an American brand be taking the high ground on racism and telling the rest of the world what they are doing wrong?” adds Mr McGinnes. “Clearly, a lot of Japanese people think they shouldn’t.” https://www.bbc.com/news/business-55140846
Despite the pretty flawed English translation in the CC function, I think it’s worth critique by our Readers. JDG has already said: Interesting comment reported by JT: “Nowadays, you often see one or two people of different nationalities going to school perfectly peacefully. The one that’s prejudiced is Nike,” wrote one user named “hira1216.” No, ‘hira1216’, those ‘one or two people’ aren’t ‘different nationalities’, they are JAPANESE! I guess hira1216 doesn’t understand what racism is, so they can’t see it, and are responsible for perpetuating it.
I’ll reserve my comment for later. But I don’t believe this is an “own goal” for Nike. And how self-assured can these pundits be that these are “outside voices”? Debito Arudou, Ph.D.
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