China state TV deflates Nike's 'air' sole claims US sports giant Nike has become the latest foreign brand nike apple watch to be named and shamed in an annual consumer investigation show in China, its second biggest market. The show has previously sparked panic among executives at some of the world's biggest companies who fear their brands taking a hit in the lucrative Chinese market. China Central Television (CCTV) accused Nike of false advertising in its "315" programme which is in reference to global consumer rights day on March 15. Other global firms to have been chided in recent years include Apple, McDonald's and Jaguar Land Rover, who were forced to recall more than 36,000 sport utility vehicles (SUVs) after complaints over gearboxes were aired in the 2015 programme. Wednesday evening's show claimed that Nike had presented a brand of basketball trainers as having air sole nike janoski cushions, when they didn't. "We will fully cooperate with inquiries from government regulators," said the company's statement. The high profile investigation is aired in a two hour show which also includes singing and dancing from performers. CCTV accused Jaguar Land Rover two years ago of failing to respond to customer complaints over gearboxes. Other major foreign car manufacturers were also targeted in the show. Apple was forced into an apology in 2013 after its after sales services were criticised. James Feldkamp, Shanghai based CEO of independent China consumer watchdog Mingjian, told Reuters: "Pretty much all the big corporations have their nike qvida PR machines ready to jump into action because they've seen what happens when companies are not prepared."