NIKE

New Girl

To push against barriers of gender inequality in Japan, we shined a light on women who are changing the face of the country forever through sports and beyond. As a part of the Play New campaign, our film “New Girl” portrays daily life situations where family members react to the news of a new baby girl in the family, first with traditional expectations, only to be inspired by powerful female athletes who are carving a new path for the next generation of Japanese women. The main goal is to support them and in the process, all Japanese women to move toward a fairer, more equal future driven by the confidence gained from the sport.