Nike Japan: The future isn't waiting

Nike, a sportswear brand, increased self-confidence among Japanese youths by highlighting the social problems of bullying and racial discrimination in Japan.

Background & Context

Nike's You Can't Stop Sports global platform was born from the belief that sports can change the world. One issue there was the very small sports population in Japan compared with Western countries. Many people do not find meaning in sports or prioritize other things in their life. This project intended to inspire young women to be more active and see sports as a tool to bring a major transformation to Japan and the world.

Japan is known as an ethnically homogeneous nation and has a general mood where those who stand out get hammered down. The...

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