A popular sports name, Nike is facing criticism in Japan following its latest ad that addresses issues related to legal discrimination in that country.
The video shows the "real experiences" of three young soccer players rather than different ethnicities.
The BBC reports that the video has been viewed 25 million times on social media and received nearly 80,000 views.
However, the video sparked a heated debate because the Japanese people were not open to sensitive issues such as rumors and they also questioned why Nike wanted to talk about the latest cases.
According to the reality issued by Nike Japan, the advert focuses on their journey in facing every challenge and conflict in their daily life to achieve a future of continuing sports.
But some comments written on social media say Nike has raised the issue of roaming and shouldn't be aimed at Japan. There are also a handful of Internet users who are willing to boycott Nike products.
"It is as if they are saying that discrimination applies everywhere in Japan," said one Internet user.
Said a journalist, Morley Robertson, many Japanese people do not like being told by foreigners to change their way of life.
"Still, if foreigners show a deep understanding of Japanese culture or regulations, then the Japanese people will not be offended and give praise," he explained.
Nike is not the only Western brand that has been criticized for not understanding the culture and behavior of users in Asia.
Last year, French luxury brand Dior was criticized for using a map of China that did not include Taiwan in its products.
