On July 19th, Nike released a new promotional video on their Chinese website, which included a scene where an athlete licks a ping pong paddle. This scene has sparked heated discussions among Chinese netizens. Since ping pong is often referred to as China’s “national sport,” some have accused the video of “deliberately targeting China.”
According to the Economic Observer, the short film, titled “Winning Isn’t for Everyone,” was released globally on July 19th. A Nike spokesperson stated that the advertisement depicts the inner monologues of Olympic athletes.
However, the “licking the ping pong paddle” action in the video has sparked various controversies in China. According to a previous report by People’s Daily, in the history of sports development in China, ping pong holds a very special status. It has the most glorious competitive achievements, the largest fan base, and the deepest cultural significance, thus being referred to as China’s “national sport.” Therefore, some have accused Nike’s promotional video of disrespecting China’s “national sport”:
“It feels like a deliberate provocation, as ping pong is the only sport China excels at.”
“What’s wrong with Nike in the Chinese market? If you look down on the Chinese market, please leave.”
“Honestly, I’ve never seen any athlete do this action.”
“The rubber and glue are toxic, with lots of sweat and mold. Taking a lick, oh my!”
“Nike is being treated too well in China.”
Some netizens mentioned the 2021 incident where Nike faced a boycott in mainland China for “refusing to use Xinjiang cotton,” saying, “Remember Xinjiang cotton?” and “Are people still buying Nike now?” However, there were also netizens who didn’t understand the outrage, saying, “Have we become this sensitive?” and “It’s because of low self-esteem that we are sensitive about everything.”
According to Sichuan Observer, on July 22nd, a Nike employee stated that they would provide feedback on this issue but could not give an accurate response at the moment.
Nike is behaving like a kid – a sore loser.