More foreign retail brands were criticized by the Chinese social media in the wake of Beijing's propaganda offensive against H&M over the Swedish company's previously aired concerns on Xinjiang.

Earlier, Chinese state media had singled out H&M for making a statement against forced labor in Xinjiang, and that it did not source products from the Chinese region.

A social media frenzy ignited by a government call to stop foreign brands from tainting China's name sent internet users looking for other previously issued statements by foreign retailers on Xinjiang.

Nike Inc, which said earlier in an undated statement expressed concerns about reports of forced labour, came under fire. And so did German sportswear firm Adidas.

Many internet users vowed to stop buying Nike and support local brands such as Li Ning and Anta, while others bluntly told Adidas to leave China. Internet users also targeted the Better Cotton Initiative (BCI), which in October had suspended its approval of cotton sourced from Xinjiang for the 2020-2021 season, citing concerns over human rights.