We launched "New Girl" film celebrating the power of sport to inspire and provide a platform for change.

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. The same report also noted that in 2021, the average Japanese woman’s income was 43.7% lower than the average Japanese man’s income. There are also several sports that still don’t offer an equal opportunity to continue playing for female athletes such as sumo and baseball.

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. As a part of the Play New campaign, our film “New Girl” portrays daily life situations where family members react to the news of a new baby girl in the family, first with traditional expectations, only to be inspired by powerful female athletes who are carving a new path for the next generation of Japanese women. The main goal is to support them and in the process rally all Japanese women to move toward a fairer, more equal future driven by confidence gained from sport.

In addition to the film release, we created a series of key visuals celebrating the stories and strength of female athletes changing Japan. Nike is 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 is opening a special Sumo playground at the TOKYO SPORTS PLAYGROUND in June to offer a chance to train and experience the sport under the ‘Play New’ campaign spirit. We’ll also introduce a special NTC program inspired by Sumo training methods.

WIEDEN+KENNEDY TOKYO

WIEDEN+KENNEDY TOKYO @wktokyo

Creative Director: Curro de la Villa (クーロ・デ・ラ・ヴィラ)  @currodlv

Lead Creatives: Max Pilwat (マックス・ピルワット)@maksmaks, Andrew Miller（アンドリュー・ミラー）@oylmiller

Head of Production: Kerli Teo (カーリ・テオ)@kerliteo

Brand Director: Shinya Kamata (鎌田慎也)@kmt_3a

Account Team: Kana Ikushima (生島佳奈)@chankana_kana, Kaede Ose (大瀬楓)@kadesyrup

Creatives: Asami Yamashita (山下麻実)@asm82, Christian Lopez (クリスチャン・ロペス）@ christianlopez

Producers: Jennifer Chien (ジェニファー・チェン)@jenchien929, Yuka Nakamura (中村友香)  Eisuke Arai (新井瑛輔)@a_sk_e

Comms Planning Director: Justin Lam (ジャスティン・ラム) @justinclam

Strategic Planning Director: Thijs van de Wouw (タイス・ヴォン・デ・ウォ)@thijs.vandewouw

Studio Designer: Shohei Kawada (川田翔平)@_showhei

Studio Manager: Aiwei Ichikawa (市川愛維)

Agency Editor: Vinod Vijayasankaran (ヴィノド・ヴィジャヤサンカラン)@videovinod

PR: Midori Sugama（菅間碧）@midorisugama

Translator: Mako Tomita (富田万木子)

Executive Creative Director: Scott Dungate (スコット・ダンゲート)@scotty_fingers

Managing Director: Yosuke Suzuki (鈴木洋介)

FILM PRODUCTION

PRODUCTION COMPANY: BWGTBLD @BWGTBLD GmbH

Director: Caroline Koning @carokoning

Executive Producer: Philipp Ramhofer @philipp.ramhofer

Producer: Jule Everts @edelwatz

Director of Photography: Kaname Onoyama @kaname.onoyama

SERVICE  PRODUCTION

PRODUCTION COMPANY: NAKAMA @nakamafilm

Executive Producer: Kenji Lepretre Sato (佐藤研二) @kenykilla

Producer: Simon Amar (サイモン・アマル) @ramanomis

Line Producer: Sadami Hwang (黄貞美)

Production Manager: Anna Briand Hashimoto (橋本・ブリアン・杏奈) | Shusaku Kakizawa  (柿澤 周作) | Toru Hyakawa (早川徹)

Assistant to Director: Risa Nakatomi (中富リサ) 

Casting Director: Kensaku Watanabe ( 渡邊賢策) (E-spirit) | Yuko Yamamoto (山本ユウコ)

Lighting Director: Tetsu Moritera（森寺テツ）

Wardrobe | Costume | Styling: Maiko Yoshida (吉田麻衣子) @stylist_maiko

Hair & Make up: Takahiro Okada (岡田孝洋)

Production Design: Masami Tanaka (田中真紗美)

POST  PRODUCTION

Editor: Trim Edit @trimediting, Carla Luffe (Trim Editor) @carlaluff, Jacques Simons (Trim Assistant), Noreen Khan (Trim Producer)

Music Composer (Teaser): Joe Farley /  Freddie Denham Webb (Father) @father_insta

Music Composer (Long Form Film): Chris White (SIREN) @sirenmusic

Music Supervisor & Producer: Siân Rogers (SIREN)

Sound Designer: Jon Clarke (factory) @jon__clarke

Audio EP: Lou Allen (factory)@factorystudiosuk

Colorist: Mikey Rossiter (The Mill New York) @mikolour @mill_ny

VFX PRODUCTION COMPANY: SWISS @swissinternationalab

Executive Producer: Erik Holmedal

VFX Supervisor: Andreas Weidman

Producer: Andres Rosas Hott

Compositor: Felix Davlin, Filip Gernandt, Jon Wesstrom, Kristian Zdunek, Markus Bergqvist, Martin Sazesh, Kalle Kohlström

3D artists: Joel Sundberg, Marguerite Chantel, Simon Voigt Jansson

FX Artist: Sebastian Björk

Supervisor: Oskar Wahlberg

Rigging: Nathalie Roy

Animation: Steven Lecomte

Match Move: Sebastian Ekman

Lighting: Linus Holm