THE CHALLENGEWith awareness and understanding of “JUST DO IT.” weakening among Japan youngsters, NIKE needed to reignite the brand.

THE SOLUTIONThe “KIMEWAZA BATTLE” online contest was born – offering an unique arena for target engagement in the spirit of “JDI” concept, “Express yourself through your body!” Youngsters posted their own kimewaza movies, competing for a spot in a NIKE consumer generated ad.THE RESULTSGoal-exceeding response, with 230,000+ visitors and 400+ clip submissions. As the Battle raged, significant buzz was also achieved in multi media, SNS communities, blogs/diaries and YouTube – google hits for “KIMEWAZA BATTLE” 71,000+!