Spikes Asia
WIEDEN+KENNEDY TOKYO / NIKE / 2017
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The film opens with young children’s voices from a traditional Japanese ‘morning meeting.’ However, instead of reciting what you’d typically hear in a classroom, these children call out various limiting beliefs that society and educational environments have tended to impose on people.
As we hear these limitations chanted, we see young Japanese athletes doing the exact opposite—powerfully defying expectations and breaking their limits as they aggressively play sport. They show the audience how confining to society’s expectations are limiting, and defying those expectations can be rewarding.
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