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Nike gik for vidt.
Kina er kendt for at udøve kontrol med medierne, og censuren griber ofe ind over for indhold, der anses for at være regeringsfjendtlig. Tv-reklamen fra Nika slap dog tilsyneladende i første omgang forbi embedsmændenes kritiske blik. Nu lver myndighederne, at man vil forsøge at standse lignende kontroversielle reklamer, før de ender på skærmen i de kinesiske hjem.

Nike har beklaget episoden og forklaret, at man ikke ønskede at vise manglende respekt for den kinesiske kultur. Sportskoncernen var næsten nødt til at øve selvkrisk, da en stor del af salget sker i Kina og i det øvrige Asien. Nike sælger for knap 10 milliarder kr. i Asien, og det svarer til 13 pct. af den totale omsætning.
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Nike went too far

China is well-known for its close control with the media, and the censorship is often intervening with content which is regarded to be government hostile. However, the TV-commercial from Nike apparently escaped the critical eyes of the officials this time around. Now the authorities promise to attempt to bring similar controversial commercials to an end, before they end up on the screen in the Chinese homes.

Nike has regretted the incident, and explained that it did not want to show lack of respect for the Chinese culture. The sport company was almost forced to practice self-criticism since a big share of the sale take place in China and the rest of Asia. Nike sells for almost 10 billion Danish crowns in Asia, and that corresponds to 13 percent of the total turnover.