Tokyo, Japan – Global footwear brand Nike in Japan has launched a new campaign which is aimed at inviting Gen Z in Japan to escape the pressures of perfection and express the power of sport. Conceptualised alongside creative agency W+K Tokyo, the local campaign is part of Nike's global Reimagine Victory campaign. As a part of its global campaign that reimagines the future of sport, Nike has singled out the pressure to be perfect as a key barrier Gen Z faces in Japan. Rather than depict elite-level athletes dominating flawlessly, Nike has built a story around a relatable Gen Z protagonist. The anthem film follows a protagonist, Aika, who is facing self-imposed pressures to get good grades, find a solid job and compare herself to her peers on social media. Unexpectedly, Aika witnesses the pressures of perfection on Japanese women from different time periods in the past.