To build a deeper emotional bond between the Nike brand as well as reinforcing the "JUST DO IT" spirit among the target, associating with the image of sensation, provocation, and innovation.

The campaign was covered by major media and blogs. After the battle, the word of "KIMEWAZA BATTLE", newly coined for the campaign, had over 71,000 hits by google search and there were 416 participants to the contest and over 230,000 accessed the site.

At the campaign site, all the submissions were exhibited during the contest as well as NIKE TVCM and professional athletes' movies.

12-24 including both athletes and all kids influencing youth culture in Japan.