Nike Japan Helps Women Finish a Marathon After Last Year's Fails

Brand Followed Three During Second Attempt at Nagoya Women's Marathon

Published on Mar 30, 2015

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This latest effort from Nike Japan centers on women running a marathon -- but, unusually for the brand, it's all about the people who didn't finish it.

Every year, about 18,000 runners complete the Nagoya Women's Marathon. But each year, there are many who don't make it to the end. Nike Japan and agency Wieden & Kennedy Tokyo found three such women and charted their journey to the finish line at this year's marathon.

Nike followed each woman for over two months, documenting their lives and helping them with their training routines, via custom training programs and running sessions created by its professional trainers. On March 6, two days before the 2015 marathon, it launched the campaign film along with short films telling each woman's story. On the race day, the brand covered their runs live on Nike's social channels, documenting when they passed the point they had previously quit, and the moment they crossed the finish line.

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Mar 30, 2015
Wieden & Kennedy Tokyo
Nike Japan
Executive Creative Director:
Mike Farr
Executive Creative Director:
Tota Hasegawa
Art Director:
Matt Moore
Charlie Gschwend
Asami Yamashita
Ayano Takase
Creative Planner:
Maria Correa
Fumie Itake
Film Production Company:
GunsRock Inc
Yasuhito Tsuge
Takeshi Koyama
Takeshi Matsumoto
Production Manager:
Yuu Banba
Production Manager:
Tatsuya Tsuji
Production Manager:
Kenji Tanimoto
Production Manager:
Ryuta Nagano
Production Manager:
Kaoru Tanaka
Director, Photography:
jin Ito
Director, Photography:
Yoshitaka Murakami
Steady Camera:
Hisataka Ueda
Shuji Komaki
Offline Editor:
Yoshitaka Honda
Color Correction:
Hiroyasu Tsurukawa

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