‘Just do it’ brand campaign that celebrates the positive, forward-facing attitude of all Japanese women.  The campaign features Japanese female athletes with a love of sport and who embody a toshindai (human and relatable) attitude. Everyday female athletes appear alongside world class athletes such as pro tennis player Naomi Osaka, dancer Koharu Sugawara, pro skateboarders Aori Nishimura and Sky Brown, and Japan's national basketball team member Evelyn Mawuli, to portray a wide range of women bringing to life the new brand message: “listen to your real voice and just start moving.”

Starting early April 2019, the campaign launched with OOH around Shibuya station, Dogenzaka and Center-gai Shopping Street, as well as web and SNS ads online.

In addition, the campaign anthem “Nike presents: JUST DO IT. うごきだす、それだけ (JUST MOVE)” goes live starting April 19th, portraying female athletes ignoring the noise and embracing their urge to move. It launches on Instagram, YouTube, Twitter and other digital platforms.