South Korea – For International Women’s Day, the sports brand has partnered with local athletes, celebrities and K-Pop stars.
The ad, entitled Choose Phenomenal, explores the countless possibilities that South Korean women can now pursue. The narrative is centred around the doljabi tradition, in which, on a child’s first birthday, they are presented with a range of toys to pick from. The toy they pick then symbolises their life ambitions and future career.
Created by Wieden & Kennedy Tokyo, the film features five pioneering Korean women who have deviated from their clearly-defined path to pursue their own goals, including a K-Pop star, a soccer player and comedian. As part of the campaign, Nike is hosting a Phenomenal Festival on International Women’s Day, which will feature a roster of fitness and music activities.
Nike is tapping into the South Korean desire to reclaim feminism, a movement that was once labelled the ‘dirty F-word’. For more, read our Emerging Youth: South Korea market.