Nike Korea - A New Day - Play New.

Breaking the Silence on Sports Abuse in Korea

Nike Unites the world through Sport to create healthy active communities and equal playing field for all. While high-profile athletes have set the spotlight on the widespread abuse in South Korea, the country is still far away from an equal and safe playing ground.

Through extensive research involving journalists, sports experts, athletes, students, and parents, a stark reality emerged – the Korean sports realm was marred by verbal, physical, and sexual abuse at every level. Those who dared to speak out were often silenced, perpetuating a cycle of injustice. A nationwide survey further revealed that over 34% of 1250 semi-pro, college, and student-athletes experienced some form of abuse.

Together with Nike, we crafted the PLAY NEW campaign, a multi-faceted initiative aimed at sparking a conversation about abuse in sports and dismantling the societal systems that perpetuated such injustice. The campaign featured a powerful film, compelling statements signed by major South Korean athletes and organizations, and a unique wearable pledge collection.

“As with the saying that one must break out of the old world to be born new, I believe that no matter how hard it is to move forward a new chapter for change, if someone does not speak out, we will be just stuck in a long-standing vicious cycle of many unfair practices. The fact that more people are gathering voices through the PLAY NEW campaign can be seen as the new beginning of a big change,” Shim Suk-hee (Olympic Gold Medalist / Ice Skater Shim Sukhee, who made international news for her bravery in speaking out against abuse in the Korean sports world. )

By addressing the systemic issues within the sports landscape, Nike's PLAY NEW campaign laid the foundation for a transformative journey towards a more inclusive, respectful, and empowering sports culture in South Korea.