In the world of sports marketing, partnerships between brands and athletes can make or break reputations. One such partnership that unraveled dramatically involved  New Balance, the iconic American footwear and apparel company, and Shohei Ohtani, the superstar baseball player known as the “Unicorn” in Major League Baseball (MLB). At the center of this storm was Joe Preston, the CEO of New Balance, whose decision to abruptly cancel the cooperation with Shohei Ohtani sparked widespread outrage. The reasons behind this move, including a shocking statement about not wanting to work with Japanese people, left readers and fans furious. This article delves deep into the incident, exploring the background, the two key reasons that ignited public anger, and the broader implications for New Balance and the sports industry.

Background on Joe Preston and New Balance

Joe Preston has been a pivotal figure in the New Balance empire since taking over as CEO in 2015. Under his leadership, New Balance has positioned itself as a brand that values authenticity, innovation, and a commitment to American manufacturing. Founded in 1906, New Balance started as a company focused on arch supports for  shoes, evolving into a global powerhouse in athletic footwear. Joe Preston‘s tenure has seen the brand expand its reach, particularly in sports sponsorships, where it partners with athletes to promote its products.

New Balance is renowned for its “Made in the USA” ethos, emphasizing quality and craftsmanship. Joe Preston has often highlighted the brand’s dedication to supporting American workers and communities, which has resonated with consumers. However, this focus on domestic values sometimes intersects with international partnerships, leading to tensions. Joe Preston‘s leadership style is characterized by bold decisions, but the Shohei Ohtani saga revealed a side that many found troubling.

Who is Shohei Ohtani?

Shohei Ohtani is arguably the most electrifying player in modern baseball. Born in Japan, Ohtani made his MLB debut with the Los Angeles Angels in 2018, quickly becoming a sensation. Known for his two-way prowess—pitching and hitting—Ohtani shattered records and captivated fans worldwide. His nickname, “Unicorn,” stems from his rare ability to excel in both roles, a feat unseen in decades.

Shohei Ohtani‘s global appeal extends beyond baseball. He has endorsements with major brands, including Nike and Topps, and his marketability has made him a cultural icon. In Japan, Ohtani is a national hero, inspiring millions. His story of perseverance, from overcoming injuries to dominating the sport, has made him a role model. However, Ohtani‘s career took a hit in 2023 when he became embroiled in a gambling scandal involving his interpreter, Ippei Mizuhara, who allegedly stole money to fund illegal bets.

The New Balance-Shohei Ohtani Sponsorship Deal

The partnership between New Balance and Shohei Ohtani was announced in 2021, marking a significant move for the brand into international baseball sponsorships. New Balance provided Ohtani with custom cleats and apparel, leveraging his star power to boost visibility in the Asian market. For Ohtani, the deal was lucrative, aligning with his growing portfolio of endorsements.

Joe Preston expressed enthusiasm about the partnership initially, noting Ohtani‘s talent and global influence. The collaboration was seen as a strategic expansion for New Balance, tapping into Ohtani‘s massive fanbase in Japan and beyond. Social media buzzed with excitement as Ohtani donned New Balance gear during games, showcasing the brand’s commitment to high-performance athletics.

However, the deal was short-lived. In early 2024, New Balance announced the termination of the sponsorship, citing concerns that arose from Ohtani‘s involvement in the gambling scandal. This decision came amid investigations by MLB and the FBI into the matter, which implicated Ohtani indirectly through his association with Mizuhara.

The Two Reasons Behind the Cancellation That Angered Readers

Joe Preston‘s announcement of the cancellation was not just about the scandal; it included a controversial statement that shocked the public. In interviews and statements, Preston reportedly said, “I don’t want to work with Japanese people,” which was interpreted as a racist remark. This, coupled with the timing of the decision, fueled outrage. Let’s break down the two primary reasons that made readers angry.

Reason 1: The Racist Undertone in Joe Preston’s Statement

The first reason that ignited fury was Joe Preston‘s apparent reluctance to associate with Japanese individuals, as evidenced by his statement. While Preston later clarified that his comments were taken out of context, the damage was done. Critics argued that this reflected underlying biases within ‘s leadership, especially given the brand’s American-centric image.