Chinatown, New York (@williambout/Unsplash)

Which Brands Were First to Condemn Asian American Hate Crimes?

Published on February 26, 2021

Violence against Asian Americans has not abated as the U.S. recovers from the coronavirus pandemic. New attacks with suspected racial motivations have prompted global brands to post messages of solidarity.

High-profile hate-crime prosecutions in 2021 lent a special urgency to crime prevention warnings for Asian American communities as the Year of the Ox approached. Purpose brands responded to tamp down racial violence fueled in the pandemic.

Eric Toda, global head of social marketing for Facebook, wrote Feb. 11 in Adweek he was “terrified that we are witnessing one of the largest stretches of hate crime against Asian Americans in my lifetime”–yet brands had been silent.

His call for support and a new wave of attacks may have pulled brands off the sidelines to join Asian Americans influencers in condemning racial hatred against Asian Americans and Pacific Islanders. Some followers sensed timidity in the late response to a longstanding concern. One Adidas commenter replied, “Where was this Last year?”

Diversity Marketing and Public Relations

Here is a sampling of Instagram statements from global brands amplifying the #StopAAPIHate message:

NBC (2/19/2021): NBC stands in solidarity with the AAPI community. #StopAAPIHate #StopAsianHate

Tommy Hilfiger (2/19/2021): We are shocked and saddened by the growing violence against the Asian population in the US. We stand with the Asian community, and will continue to use our platform to support ending discrimination and racism in all its forms.
We must remain united in our fight against racism to move forward together for a better future for us all. #StopAsianHate

Converse (2/20/2021): Hate towards one of us is hate towards all of us. We stand in solidarity with our Asian community and teammates. ⁣⁣

Jordan Brand (2/20/2021): Community Over Everything.
Jordan Brand stands united with our Asian community.
Click the link in bio for more on how we are working with our partners to create a more inclusive future. #StopAsianHate

Nike (2/20/2021): Our hearts are with our Asian community. We stand united with our partners to create a more inclusive future.
For more information, click the link in bio. #StopAsianHate

Nickelodeon (2/20/2021): We stand with the #AAPI community #StopAAPIHate #StopAsianHate For resources and to learn how you can support, visit @StopAAPIHate

ESPN (2/21/2021): We urge everyone to visit resources like @stopaapihate & @advancingjustice_aajc to learn more about ways to support. #StopAsianHate

HBO (2/22/2021): Our stories wouldn’t exist without diverse voices and perspectives. We stand with the AAPI community in condemning the recent rise in anti-Asian hate crimes, as well as all racists acts. For more resources, visit @StopAAPIHate. #StopAsianHate #StopAAPIHate

Adidas (2/23/2021): We stand against racism as one team. You can play your part by sharing helpful resources and info so we can all support each other. #STOPASIANHATE

Calvin Klein (2/23/2021): We are outraged by the recent acts of violence and hatred against Asians in the U.S. At Calvin Klein, we are committed to fighting against racism and injustice and using our voice to stand up for what is right.
We stand united with the Asian community. We must #StopAsianHate.
For more resources, or to report an incident, visit @stopaapihate.

Valentino (2/23/21): #StopAsianHate
To find out more visit the link in bio.

Versace (2/24/2021): #StopAsianHate

Warner Bros. (2/24/2021):
We’re joining our @warnermedia family to stand with the AAPI community in condemning the recent rise in anti-Asian hate crimes, as well as all racists acts. #StopAsianHate #StopAAPIHate

Clinique (2/25/2021): Your Clinique family stands in solidarity with the Asian and Pacific Island community around the world. We condemn any acts of racism, hatred and violence in any form and remain committed to an inclusive future that celebrates the beauty in everyone.
To learn more about #StopAsianHate visit:

Fortune 500 Marketing

Estee Lauder (2/25/2021): We stand in solidarity with the Asian and Pacific Islander communities including our consumers, #EsteeTeam and brand partners across the globe. We condemn acts of hatred & racism of any kind and remain committed to an inclusive future for all. We are more beautiful and stronger together. #StopAsianHate
Learn more: @stopaapihate #AAPIhate

Mac Cosmetics (2/25/2021): We stand with our Asian consumers, collaborators, Artists and employees around the world. Let’s work together to advocate for universal love and support – not violence and hate. All Ages, All Races, All Genders. #StopAsianHate
To learn more about #StopAAPIHate, find links to resources here – @StopAAPIHate

The North Face (2/25/2021): We condemn racism, hate and senseless violence in all forms. In all spaces. From city streets to trails, no one should have to worry about their safety as they explore. To our Asian American and Pacific Islander community: we are committed to building a world where safety, equity and access is available for all. Learn more, and see how you can report and stop the hate via @stopaapihate, link in bio. #StopAAPIHate #StopAsianHate

Kate Spade (2/25/2021): we stand for open doors and inclusivity, and we embrace difference by design. kate spade condemns all forms of racism and violence, and we stand united with our Asian community. #stopasianhate

CNN (2/26/2021): Lawmakers in California this week allocated $1.4 million in state funds to help Asian Americans report hate incidents after a string of recent violent attacks in the state. “The rise in hate incidents against Asian Americans during the pandemic is alarming. But, we can’t solve a problem without knowing how big it is,” said San Francisco Assemblymember Phil Ting. Ting said he hopes the new state funding will “lead us to solutions that will make all communities safer.”⁠
Tap the link in our bio for more on what’s been done to protect the Asian American community. ⁠

Ren Skincare (2/26/2021): We stand in solidarity with our Asian and Pacific Islander communities, ALWAYS.
We condemn racism and violence of any form and recognize the importance of standing up for our entire community.
We are outraged by the rise in Anti-Asian hate crimes, violence and racism over the past year.
This cannot be ignored. Racial issues are human rights issues.
To learn more and act :arrow_right: #StopAsianHate

ESG Marketing and Public Relations

2023 Purpose Campaign Trends Best Social Media Campaigns of 2022 Social Media Marketing Trends for 2023

Download Report

As soon as you submit the form, we will send to you a link to download our report.