A new tennis campaign from Nike in Japan sees women’s world number one Naomi Osaka take on the inquisitive, invasive media.
The new Nike spot sees Osaka playing on court while questions like ‘Who’s your biggest rival?’, ‘Are you a hard-court specialist?’ and ‘Do you consider yourself Japanese or American?’ are hurled her way.
Plus, there are questions in Japanese such as ‘What are you going to buy with your prize money?’, ‘Can you answer in Japanese?’ and ‘Will you eat katsudon again today?’
The commercial closes with Osaka, preparing to serve for a set, turn towards the camera and put her finger to her lips to say ‘Shhhh’.
The end line reads: ‘Don’t change yourself. Change the world’.
Comment:
21-year-old Osaka, the first Japanese player to win a Grand Slam singles tournament and the first Asian player to hold the top world ranking in singles, has seen her on-court success lead to something of a global obsession into her personal life off-court.
The biracial player is faced with all manner of personal questions wherever she appears – particularly from the Japanese media.
From queries about her love of katsudon (pork cutlet rice bowls), to inquiries about her half-Haitian, half-Japanese background (known as hafus).
Indeed, her ‘hafu’ has even seen some brands, such as Japanese instant noodles giant Nissin, depict her as a light-skinned animated character.
With Osaka set to be the face of the Tokyo Olympics, those questions wont stop any time soon (and nor will the sports and sponsorship marketing campaigns either)
Links:
Nike
https://www.nike.com/Tennis
https://www.nike.com/us/en_us/c/tennis
https://www.instagram.com/nike/
https://www.youtube.com/user/nike
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