From Nike to NBA: Western Brands Navigate Costly Backlash in China

International brands are once again navigating the complexities of the Chinese market after soccer star Kylian Mbappe was reportedly dropped by several local partners over comments concerning former leader Mao Zedong. The incident is the latest in a series of costly public relations crises for Western companies and public figures, who have faced boycotts and official backlash over issues ranging from advertising campaigns to geopolitical sovereignty and human rights, according to a Reuters report.

Cultural and Geopolitical Flashpoints

For global brands, missteps related to cultural sensitivities or China's political positions have often resulted in swift and severe consequences. These incidents underscore the significant reputational and financial risks for companies reliant on the world's second-largest economy.

Notable examples include:

• Dolce & Gabbana (2018): The fashion house cancelled a major Shanghai show following outrage over advertisements perceived as culturally insensitive.
• Marriott (2018): The hotel giant issued an apology after a customer survey listed Tibet, Hong Kong, Macau, and Taiwan as separate countries, prompting an investigation by Shanghai authorities.
• Luxury Brands (2019): Several fashion labels, including Coach, Givenchy, Versace, and Christian Dior, faced public criticism and the loss of local brand ambassadors for products or presentations that appeared to challenge China's "One China" principle by misidentifying Hong Kong or Taiwan.
• Swatch (2025): The watchmaker apologized and removed an ad campaign that featured a model in a "slanted eye" pose, which drew criticism for perpetuating stereotypes.

Ad

Human Rights and Free Speech

Beyond cultural issues, brands have been caught in the crossfire over more contentious topics like human rights and political speech, leading to significant commercial impacts.

In 2021, a coalition of Western apparel companies including H&M, Nike, Adidas, and Burberry faced a widespread consumer boycott over past statements expressing concern about sourcing cotton from China's Xinjiang region. The backlash led to H&M being removed from major Chinese e-commerce platforms, while Burberry lost a brand ambassador and Nike and Adidas saw sales impacted.

The National Basketball Association (NBA) also experienced a major fallout in 2019 after a team official tweeted in support of Hong Kong's pro-democracy protests. The incident led to an 18-month blackout on Chinese state broadcaster CCTV and a multi-year hiatus for preseason games in the country, disrupting a decades-long partnership in a crucial market for the league.