Spikes Asia
WIEDEN+KENNEDY TOKYO / NIKE / 2019
Overview
Entries
Credits
Background
In Japan, domestic media is often criticized for their broadcast of athletes and women. Rather than respectfully championing their achievements, the media often asks unrelated or insensitive questions merely for entertainment purposes.
With her mixed-race heritage and world-champion status, Naomi Osaka faces this even more in Japan. Yet, even as the media has bombarded her with questions that have nothing to do with her talent or success, she hasn’t budged in staying true to herself, garnering her respect and sparking conversation across the country.
With that cultural momentum in mind, this film let Naomi make a statement without saying a word.
Change everything but yourself.
Execution
In the past year, Naomi Osaka has fully entered the global spotlight. As the hype and noise around her has grown, Naomi has stayed true to herself on and off the court. In this film, we showcase Naomi’s strong individual character in the face of the escalating hype, as she metaphorically responds to a flurry of media questions with the power of her tennis game.
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