NIKE JAPAN INTRODUCES ‘NEW NADESHIKO’ TO GEN Z. For the past 10 years, the women's football realm has been on the rise. Gaining more viewers, more fans, and producing the next generation of players. Women's football in Japan is still not as highly regarded as it is in the rest of the world, and its influence on the generation of future football players is declining. Despite the overwhelming support and media coverage of men's football, until recently, the women’s game was in danger of even having its games televised.
We were hoping to close that gap by lifting up key players and their stories when the hype around the sport is the biggest: the World Cup. The ambition was to make them household names. The three national team players featured in this campaign are all individuals who have forged their own unique path through football. Their stories show that sport is a shortcut to escaping daily pressures, releasing tension, and finding your authentic, confident self. Animation by BUCK + Mimoid. Produced for Nike at W+K Tokyo, Japan.
FILM: AYAKA YAMASHITA - THE BENCH
FILM: MINA TANAKA - WHITE FLAG
FILM: RISA SHIMIZU - FLOWERS
KEYVISUALS / OOH
Creative Direction