Client: Nike
Agency: Wieden+Kennedy
Director: Hideto Hotta
Photographer: Toshio-Ohno
To celebrate the 2025 World Athletics Championships in Tokyo, Nike took over Shinjuku Station, the world’s busiest station, with the “Why Do It?” campaign, reframing greatness as a choice, not an outcome, and passing the spirit of “Just Do It” to a new generation.
Proof that doubt whispers, but action roars.
Across 40 screens, we featured dozens of the world’s greatest athletes competing at the Championships—each captured in a moment of just doing it, without doubt.
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And with Japanese athletes, we created the world’s longest horizontal films.
Izumiya Shunsuke (Hurdler)
In the film, we captured the moment when a hurdler overcomes the self-doubt he feels at the starting line.
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Sayaka Sato (Marathoner)
We captured her overcoming a moment of self-doubt about her limits during the final push.
