Nike is launching a new project, "NIKE JUKU," targeting the younger generation, especially Japanese high school students, who face a variety of physical and mental stresses in their ever-changing environment. The project aims to free them from such stress through sports and physical exercise, and to help them achieve wellbeing.

In recent years, there has been a decrease in the amount of time young people spend exercising and playing sports, further spurred by the pandemic. In addition to schoolwork, the increase in cram school and home study for entrance examinations is causing many of the younger generation to be in a stressful environment.