Nike apologises for ad

2004-12-09 15:16

Beijing - Nike on Thursday apologised for a "blasphemous" television commercial which was banned by China after a wave of protest, saying it was only intended to inspire courage among youngsters.

China imposed a nationwide ban on the advert which featured United States basketball star LeBron James defeating a kung fu master, two women in traditional Chinese attire and a pair of dragons, considered a sacred symbol in Chinese culture.

"Nike regrets the 'Chamber of Fear' television advertisement which has caused concern among some consumers," the US sports manufacturer said in a statement.

"Nike did not intend... to offend the people of China or show disrespect to the Chinese culture," it said.

Nike wanted to inspire

"Nike hoped to inspire courage, individual style and expression in young basketball players throughout Asia."

China's State Administration for Radio, Film and Television said Tuesday that the 90-second commercial "triggered great anger among Chinese TV viewers."

The administration said it "violated China's temporary advertising regulations" which require all advertisements to "uphold national dignity and respect Chinese culture."

It also violated rules that require advertisements not to "blaspheme national practices and cultures."

It is not the first time Nike has run into trouble with its advertising campaigns.

In August it was forced to withdraw from Australian television an advert featuring young girls trying to impress a male tennis coach after morals groups complained it trivialised paedophilia. - AFP

- SAPA