A summer campaign that empowers runners to stay committed through heat, sweat, and setbacks – featuring Naoki Koyama and the real rhythm of summer running in Japan.
About the project
As the spring race season winds down and the heat of summer ramps up, Nike Japan faced a challenge: how to keep casual runners motivated through one of the toughest times of year to stay active.
We created a summer campaign in partnership with Naoki Koyama – a marathon runner representing Japan in Paris 2024 – who shared his personal routines and perspectives on how to embrace summer running. From sweat-soaked mornings to gear recommendations, we captured a 360° snapshot of what it really means to run in the off-season.
Inspired by a quote from world-class marathoner Hassan, we developed the key message: “だけど、走る。だから、走る。” (But I run. Why I run.) A simple yet powerful reminder that running isn’t always easy – but it’s always worth it.
The creative direction focused on raw, honest moments from athletes’ daily runs, reinforcing the emotional highs and lows that define the runner’s journey.