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.

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.