What triggered public anger towards Nike on Chinese social media?

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Nike Faced Public Anger in China Due to its Statement on Xinjiang Cotton

Public anger towards Nike erupted on Chinese social media platforms after the company issued a statement expressing concern over reports of forced labor in the Xinjiang region and confirming it does not source cotton from there. This statement, which appeared online without a date, became a top trending topic on Weibo, China's equivalent of Twitter, leading to significant backlash from internet users. The sentiment quickly escalated, prompting a high-profile celebrity to sever ties with the brand.
Actor Wang Yibo Terminated Contract with Nike

In direct response to the social media criticism, popular Chinese actor Wang Yibo terminated his contract with Nike. His agency announced the decision on Weibo, signaling a significant consequence of the public outcry. This action highlights the influence of public opinion and nationalist sentiment on celebrity endorsements and brand partnerships within China.
Broader Geopolitical Context Fuels Backlash

The incident involving Nike occurred within a wider context of deteriorating US-China relations and recent sanctions. The United States, along with the European Union, Britain, and Canada, imposed sanctions on Chinese officials over alleged human rights abuses in Xinjiang. China retaliated with its own sanctions against European lawmakers and institutions. This heightened geopolitical tension likely amplified the public's sensitivity and reaction to Nike's statement.
Precedent Set by H&M Backlash

Nike's situation mirrored a similar backlash faced by the Swedish fashion retailer H&M earlier in the week. H&M had also expressed concern over reports of forced labor in Xinjiang, which led to its products being removed from Chinese online retailers and widespread condemnation on social media. This prior incident demonstrated the potential repercussions for foreign companies addressing the Xinjiang issue.
Conflicting Narratives on Xinjiang

The controversy is rooted in conflicting perspectives regarding the Xinjiang region. Activists and some Western politicians accuse China of human rights abuses, including torture and forced labor. Conversely, China denies these allegations, asserting that its policies in Xinjiang are aimed at vocational training and combating extremism. This fundamental disagreement forms the backdrop against which companies like Nike find themselves caught in the crossfire.

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What triggered public anger towards Nike on Chinese social media?

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