Nike has launched a campaign in South Korea focused on a rap song and video, alongside Korean American rapper Jay Park.
The video, created by Wieden + Kennedy in Tokyo, wants to instill a ‘Just Do It’ attitude in Korean Senegis (High School Graduates), and is written with the aim of inspiring confidence and originality.
The campaign is being launched just ahead of the Winter Olympic games in Pyeongchang and while there are no official links to the competition, a large part of the film is shot in South Korea’s winter weather.
The video features sports stars that embody the mantra, such as Olympic hopeful SukHee Shim, HyunMin Han, Korea’s first half Korean, half-Nigerian model; Jessi, a top Korean female rapper; players from the South Korean National Ice Hockey Team and HyunMi Choi, world champion female boxer and North Korean refugee.
Brant Hirst, senior director Nike Korea marketing, said: “By collaborating with top Korean artists and athletes who represent a new breed of confidence and fierce individuality, Nike hopes to empower young Koreans to express themselves through sport or any outlet they choose, in a way that makes them impossible to ignore.”
The video and song will be supported through print and digital advertising. While fans can send videos expressing themselves through sport to Nike via messaging app Kakao. The best of the videos will be made into a fan-made lyric video version of the song, to be created by Wieden+Kennedy Tokyo and Stink London.