Nike Hip Hop Campaign Looks to Inspire ‘Confidence and Fierce Originality’ in Korean Youth

Nike Korea has launched an epic new ad for the Korean market featuring Korean-American rapper and hip-hop artist, Jay Park.

The song and and the accompanying music video are a collaboration between Nike and Park with the creative work done by Wieden + Kennedy Tokyo and filmed by We Are From LA – founded by French directors Clément Durou and Pierre Dupaquier.

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Shot in the winter weather of South Korea the campaign by Nike called “Run it”, is aimed at Korean youth with the intent of inspiring confidence and originality.

The video features Olympic hopeful SukHee Shim, HyunMin Han, Korea’s first half Korean, half-Nigerian model; Korean female rapper, Jessi, players from the South Korean National Ice Hockey Team and world champion female boxer and North Korean refugee, HyunMi Choi.

“By collaborating with top Korean artists and athletes who represent a new breed of confidence and fierce individuality, Nike hopes to empower young Koreans to express themselves through sport or any outlet they choose, in a way that makes them impossible to ignore,” said Brant Hirst, senior director of Nike Korea marketing.


The campaign will also span print and digital as well offer as an opportunity for fans to create and submit their own videos through Korea’s ubiquitous messaging app KakaoTalk.

The best of submissions will be made into a fan-made lyric video version of the song, to be created by Wieden+Kennedy Tokyo and Stink London.


Bobby McGill

Bobby McGill

Bobby is the founder and publisher of Branding in Asia.

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