New Girl

Japan's Athletes & Activists Show Us How Growing Up a Girl In Japan Can Mean Something New. According to a report by the World Economic Forum, Japan ranked 120th among 156 countries in the global gender gap rankings in 2021, remaining in last place among advanced economies. To push against barriers of gender inequality in Japan, we shined a light on women who are changing the face of the country forever through sports and beyond.

In addition to the film release, we introduced a series of key visuals celebrating the stories and strength of female athletes changing Japan. Nike was also supporting Ami Otaki’s ‘Nadeshiko Care’ organization in their mission to support teenage female footballers.

Also, since in Japan many sumo facilities are available for men only, Nike had opened a special Sumo playground at the TOKYO SPORTS PLAYGROUND to offer a chance to train and experience the sport under te ‘Play New’ campaign spirit. In addition to it, a special NTC program inspired by Sumo training methods was created.

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