Chinese Social Media Criticizes Nike Advertisement Featuring Table Tennis Player’s Unusual Gesture in Paris Olympic Campaign

In a recent Nike advertisement leading up to the 2024 Paris Olympics, a scene has sparked significant backlash among Chinese social media users.

The ad, part of the “Winning Isn’t For Everyone” campaign, features a table tennis player licking her paddle, which has led to a wave of criticism online.

Launched on July 19, the advertisement aims to showcase the dedication and hard work required for athletes to reach the pinnacle of their sports.

Featuring prominent figures like LeBron James, Kylian Mbappe, and a voiceover by Hollywood actor Willem Defoe, the 90-second clip attempts to highlight the journey and passion of athletes.

However, the scene with the table tennis player, which appears around six seconds into the video, has become a focal point of controversy.

The video, titled “Am I a Bad Person,” was shared on the social media platform Sina Weibo and quickly garnered over 81 million views. Many users expressed discomfort and confusion over the act of licking the paddle.

One user commented, “What’s the purpose of making this action? It’s disrespectful, incomprehensible, and unacceptable.” Another suggested, “There are so many ways to express love for something, such as touching it with your hands, pressing it against your forehead, or even kissing it like a tennis racket.”

Others questioned the need for such a gesture, suggesting it could have been replaced with a simple kiss.

While many criticized the scene, others were baffled by the negative reactions.

One user pointed out, “Licking the paddle obviously was to raise their fighting spirit and provoke the competitor.”

The mixed responses reflect a broader conversation about cultural interpretations and the portrayal of sportsmanship.

Nike’s Response and Message

In response to the feedback, Nike’s customer service in China indicated they would relay these concerns to their supervisors.

Nicole Graham, Nike’s Chief Marketing Officer, explained the ad’s intent to COMPLEX: “This is about celebrating the voice of the athlete.

It’s a story about what it takes to be the best.

The legacies that have yet to be shaped. And the dreams that will be made real. It reminds the world that there’s nothing wrong with wanting to win.”

China’s Olympic Ambitions

As China prepares to send a delegation of 716 members, including 405 athletes, to the Paris Olympics, the nation aims to dominate the medal charts.

This context adds another layer to the debate around the ad, as national pride and athletic excellence are at the forefront of public consciousness.