Nike Korea

A regular top 10 ranking country in the Olympics, South Korea’s excellence comes at a steep price. The sports world is overrun by verbal, physical, and sexual abuse. Hierarchy dominates. Those who speak out are banished. Nike’s work often revolves around how sports can change the world. But in this case, we first have to fix sports.

Through a campaign that included film, statements signed by 13 major South Korean athletes and organizations, and a wearable pledge collection, we fueled conversation not just about abuse in sports, but the social systems that this generation wants to break free from. Beyond the film statement and a print campaign that featured Korean Olympic athletes in support of the campaign message, the collection was made available free by NikeByYou in Nike Stores all over the country.