To inspire Korean Senegis (high school grads) to take a ‘Just Do It’ approach to life, using sport to fuel their individuality and giving them confidence to forge their own future. In traditional Korean society, where individuality is not only overlooked but frowned upon, this is a highly controversial message. That’s why we wanted to offer inspiring examples of those who follow their dreams by unleashing their passion in a way that’s impossible to ignore. If they can do it then you can too.

‘Run It’ is an original song and sport-driven music video with fiercely empowering lyrics that celebrates inspiring elite and everyday athletes who refuse to be limited by outdated social norms. It features those who represent the rarely seen side of modern Korea that’s impossible to ignore; a champion female boxer and North Korean refugee, Korea’s first major black model, a heavily tattooed female in a country where tattoos are illegal, and a dancer who challenges gender roles, amongst others.

The track had a “soft launch” at an exclusive Nike event, where guests and media personnel were invited to see a live performance by the Jay Park, Jessi, and Woo WonJae. Anticipation around the track built through the release of unofficial videos of the performance, along with teaser content on artist channels.

Days before the launch, a :60 cut-down of the film was first released on artists’ Instagram feeds to add more hype around the official track drop. The track was later released on Melon, with the full music video being released on artists’ YouTube and Nike YouTube. Within days, the airing of the full 2:45 spot on national TV after the nation’s most popular show, Infinite Challenge, gathered a lot of attention and fueled discussions online.

When launched, Run It quickly trended on Korea’s popular music streaming service, Melon, and ranked #1 in the popular digital music charts.