We found three women who had quit marathons.
Then, we followed their journey
To redeem themselves
By finishing the Nagoya Women's Marathon.
It was quite rare for Nike
To mention failure or use everyday athletes.
In Japan it worked.
We also partnered with fashion magazines
To show a side of women ignored in Japan.
Here, women hide their sweaty side
So it was a coming-out of sorts.
Our models are famous for being cute
And not for being athletes.
By declaring that sweat is sexy
We gave fans the confidence to do the same.
The copy reads
"Under all those clothes, there's an athlete."
The copy roughly translates to
"Change your clothes, or change your body."
"Change your clothes, or change your body."
PRESS
Creativity
AgencySpy
Little Black Book
Campaign Asia
Fast Company