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Nike Japan | Re: Run
Project type
Strategy | Research | Activation | Ethnographic storytelling
Location
Japan
In 2014, Nike Japan's revenue was stagnant, as it struggled to connect with Japanese women due to different cultural norms.
After an in-depth research project that uncovered what "joshiryoku" or "girl power" can mean to young female athletes and how it may be the key to keeping them involved in sports after a school age, we realised an ad campaign wasn't going to be what broke through.
We needed local stories women could relate to. So in the lead up to the Nagoya Women's Marathon, we launched the Re: Run campaign. By tackling the taboo and fears of failure, Nike supported three women who have attempted to run a marathon and didn't finish have a comeback story.
Results: 5x increase in downloads of the NTC and Nike Running app by Japanese women