A regular top 10 ranking country in the Olympics, South Korea’s excellence comes at a steep price. The sports world is overrun by verbal, physical and sexual abuse. Hierarchy dominates. Those who speak out are banished.
Nike’s work often revolves around how sports can change the world. But in this case, we first have to fix sports.
Through a campaign that included film, statements signed by major South Korean athletes and organizations and a wearable pledge collection, we fueled conversation not just about abuse in sports, but the social systems that this generation wants to break free from.
Signed and shared by the Korean Football Association, professional baseball teams, Faker, Shim Sukhee and major Nike athletes and teams.
We also turned the pledge into a series of free wearable Nike By You patches, so anyone could show their support
One young viewer liked the film so much, they made fan art of one of the scenes.
