Nike Japan - The Future Isn’t Waiting
Using the power of sport to spark a national debate around discrimination and bullying in Japan.
When we talked with the youth while developing Nike Japan’s newest campaign, across the board, we heard that bullying is the number one thing they’d like to see change.
“The nail that sticks out gets the hammer” is a common saying. And for youth, this can often lead to bullying, an issue that’s reached epidemic proportions in Japan. Last year, school bullying hit a record 612,000 cases.
Standing out for any reason, good or bad, can make you a target. And when you’re of a different ethnic or racial background, you often have no choice but to stand out. While traditionally homogenous Japan is adapting to become more diverse, it’s not happening fast enough for many. The film is based on the testimonials of real athletes who struggle to feel accepted for who they are like many young people today.
