In a shocking revelation that has stirred controversy across the sports and business worlds, Chris Koch, CEO of New Era, reportedly declined to collaborate with baseball superstar Shohei Ohtani, citing three reasons that have left readers uneasy. The statement, allegedly made during a private discussion and later leaked via posts on X, has drawn widespread criticism for its blunt phrasing: “I don’t want to work with the Japanese.” As the fallout continues, the reasons behind Koch’s refusal—cultural differences, market strategy concerns, and personal biases—have raised questions about inclusivity in corporate decision-making and the global appeal of one of baseball’s biggest stars.
Shohei Ohtani, the Los Angeles Dodgers’ two-way phenom, is a global icon whose influence transcends sports. With a $700 million, 10-year contract—the largest in professional sports history—and a historic 50-50 season (50 home runs, 50 stolen bases) in 2024, Ohtani has redefined baseball’s possibilities. His marketability is unmatched, with endorsements from brands like New Balance, Seiko, and Fanatics, and his World Series victory last year drew 15 million viewers per game in Japan alone. New Era, a leading sports apparel brand known for its MLB caps, seemed like a natural fit for Ohtani, whose jerseys outsell all others globally. Yet, Koch’s reported refusal has sparked intense debate about the motivations behind his decision.
The first reason cited by Koch, according to sources, was a perceived cultural mismatch. He allegedly expressed concerns that Ohtani’s Japanese background and reserved demeanor might not align with New Era’s brand image, which emphasizes bold, American-centric marketing. This rationale has drawn sharp criticism, with many pointing out that Ohtani’s universal appeal has already bridged cultural divides. His ability to connect with fans in Japan, the U.S., and beyond—evidenced by a 26% surge in Japanese tourism to Los Angeles in 2024—suggests that cultural differences are a weak excuse. Critics argue that dismissing Ohtani on these grounds reflects a lack of understanding of global markets and the evolving demographics of baseball fandom.
The second reason reportedly centered on market strategy. Koch allegedly worried that partnering with Ohtani would overexpose New Era in the Asian market, potentially alienating its core North American audience. This strategic concern has been met with skepticism, given baseball’s growing international reach. Japanese players like Ohtani, Yoshinobu Yamamoto, and Shota Imanaga have driven a 42% increase in MLB television ratings and a 32% spike in global viewership from Asia. New Era’s own sales data shows strong demand for Ohtani-branded merchandise, with his caps among the top sellers in 2025. Analysts argue that Koch’s hesitation ignores the financial upside of embracing a player who commands a global fanbase, raising questions about the company’s adaptability in a diversifying sport.
The third and most troubling reason attributed to Koch was personal bias. Sources claim he expressed discomfort with Ohtani’s reliance on interpreters, citing it as a barrier to authentic endorsement deals. This stance has been widely condemned as insensitive, particularly given Ohtani’s explanation in a 2023 GQ interview: “My job is to play baseball… that’s my way of communicating with fans.” Ohtani’s limited English fluency has not hindered his marketability, as seen in his massive social media following and record-breaking endorsement earnings. Koch’s reported comments have fueled accusations of xenophobia, with fans and commentators on X calling for accountability and a reevaluation of New Era’s leadership priorities.
The backlash has been swift. Posts on X have amplified the controversy, with hashtags like #NewEraBoycott trending among Ohtani’s supporters. The lack of an official statement from New Era or Koch as of July 27, 2025, has only intensified speculation. Some defend Koch, arguing that business decisions often involve tough choices, but the majority view his reasons as shortsighted and discriminatory. Ohtani, known for his reserved nature, has not publicly addressed the issue, consistent with his focus on baseball over controversy. His silence, however, has not diminished the public’s reaction, with fans rallying to his defense.
This incident underscores broader tensions in sports and corporate partnerships, where cultural sensitivity and global outreach are increasingly critical. For New Era, the decision risks alienating a significant portion of its customer base, particularly in Asia, where Ohtani’s influence is unparalleled. For Ohtani, it’s another reminder of the challenges faced by international athletes in navigating corporate landscapes. As the story unfolds, it serves as a cautionary tale about the consequences of exclusionary attitudes in an increasingly interconnected world.
