Nike: A new day

Nike, a sportswear brand, increased awareness for abuse in sports in Korea by launching a film with an Olympic speed skater and an anti-abuse pledge to encourage inclusion and fun.


The last years have seen the South Korean sports world rocked by abuse scandals, including the cases of skater Shim Suk-hee and tennis player Kim Eun-hee. According to a 1251 athlete survey by The National Human Rights Commission, 34% of athletes experienced verbal abuse, 15% physical and 11% sexual. With this issue being even more dramatic in Korea and key for our target audience (young athletes between 18-24), Nike wanted to raise awareness about the topic and find solutions within the sports system. The interviews of athletes and parents revealed that Korean sports are focused on excellence alone, and...

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