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.

The Result

45M Total views | #1 Tweet in JP 11/29 | 375K Posts

The film ignited a discussion that had celebrities, major political parties and people from all backgrounds weighing in. Not only was the film debated, people also got a chance to speak up about the future they envision for themselves and the next generation in Japan.