Nike—Free Yourself

Leading up to the World Cup, our client Nike wanted to inspire young soccer players in Japan. But the country’s conservative sports system (bukatsu) valued conformity, an attitude stretching beyond sports culture and into everyday life.

Our campaign made the bukatsu boys the catalyst for a more creative style of play, where individual brilliance could shine along with team success. “Free Yourself” brought the message home with a clear understanding of the players’ unique situation.