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Nike has released an empowering ad for the Korean market in the run-up International Women’s Day, urging women to “choose phenomenal.”
The spot, by Wieden & Kennedy Tokyo, features everyday Korean athletes, as well as celebrities and K-Pop stars. They include singer-songwriter Amber Liu, K-pop star Chungha, soccer player Ji So-yun, comedian Park Na-rae;and golfer Park Sung-hyun.
The message is in keeping with Nike’s new U.S. female empowerment campaign, Dream Crazier,featuring Serena Williams, but it has a particularly Korean flavor.
According to Hypebae.com, the spot opens with a Korean tradition called “doljabi” whereby, on a baby’s first birthday, the child is presented with a range of toys that it can pick from in an act that portends their future career. It goes on to urge women to express themselves and ends with the line “You are the greatest work that only you can make.”
It’s part of a wider Nike campaign that will include a “Phenomenal Festival” of sporting and cultural events.