Nike Olympic ad branded DISRESPECTFUL by the Chinese for 'unacceptable' scene in 90 second clip starring LeBron James and Kylian Mbappe

Social media users in China have reportedly expressed their disapproval of a new advertisement launched by Nike ahead of the 2024 Paris Olympics, which shows a table tennis player licking her paddle. 

The advert, which was launched on July 19, is part of the American sportswear brand's 'Winning Isn't For Everyone' campaign.

Nike states that the promotion is to highlight the hard work and devotion that athletes must adopt in order to reach the top of their discipline.

Several world-renowned stars from the world of sport, including LeBron James and Kylian Mbappe and also features a voiceover from Hollywood actor Willem Defoe.

But the 90-second clip has sparked discussions among social media users in China, according to Global Times, and has left some feeling uncomfortable, with some users focusing their attention on the table tennis athlete, which takes place around six seconds into the video.

The clip, which is also entitled 'Am I a Bad Person' was posted on the social media platform Sina Weibo and has reportedly gained over 81million views, per Global Times.

According to the outlet, one user wrote on Weibo: 'What’s the purpose of making this action? It’s disrespectful, incomprehensible and unacceptable.' 

One wrote: 'There are so many ways to express love for something, such as touching it with your hands, pressing it against your forehead, or even kissing it like a tennis racket,' another added.

'I don’t understand the significance of licking a table tennis paddle. If you want to show your love for this sport, you can simply kiss the paddle,' one wrote, per Global Times.

Conversely, others were left confused by the outrage, writing: 'Licking paddle obviously was to raise their fighting spirit and provoke the competitor.'

Responding to reports from local media, Nike's customer service in China had said, per Nikkei Asia, it 'will reflect the concerns to supervisors.'

Speaking on the meaning behind the advert following its launch, Nicole Graham, Nike's chief marketing officer, said to COMPLEX: 'This is about celebrating the voice of the athlete. 

'It’s a story about what it takes to be the best. The legacies that have yet to be shaped. And the dreams that will be made real. It reminds the world that there's nothing wrong with wanting to win.'

China has brought a delegation of 716 members to the Paris Olympics as the nation bids to top the medal charts this summer. That figure includes a 405 athletes, who will be supported by 311 coaches and staff.