Tokyo Olympics 2021 was easily one of the most complex Olympics to organize, with Japan’s entire attention and resources diverted to help bring this global event to life despite a global pandemic, entry bans and strict health measures to bring athletes in. However, for the world to enjoy the Olympics, everyday Japanese Youth’s support for sports were pulled from them.
To get everyone moving together, we built a platform for everyday youths instead.
We Move Tokyo is a crowd-funded O2O platform, powered by movement.
We designed it to house different causes for different communities. Every single benefits earned goes back to Tokyo citizens.
After an extensive user research, we decided to focus on three underserved areas that resonated with the audience: adaptive athletes, dance space and plastic reduction.
A bottle of water is consumed on a run on average, adding on Japan’s vending machines: Japan is the world's second largest plastic consumer.
We partnered with Mymizu, a NGO that provides an innovative app for plastic-less water refills to setup water stations around Japan.
Japan uses 17.5 billion PET bottles every 6 months - enough to go around the world 64 times. And enough to cover a whopping 2.5 million kilometers.
To instill this awareness into our youths, we created the same exact distance run with the help of NRC. Collectively everyone acts on it.
We got 6000+ runners around Japan hitting the road straight away. 250,000km covered in just the first month.
Even Virtual Human Idol: PlusticBoy joined the run.
We made a little animation to promote the challenge and get people running to set up more water stations aiming to reduce plastic consumption!
The results were 20% beyond expectations, getting hundreds of people to run for more free water and less plastic around Tokyo!
Dancing in public spaces are shun upon in Tokyo. As Olympics sets the stage to celebrate sport, dancers aren’t even given a stage.
This is especially ironic given that break-dancing is a new sport that will be debuting in the 2024 Olympics. Nobody should be ostracized like this.
We built an ever-extending dance stage on the rooftop of Miyashita Park. Every dance community, dancers, non-dancers are invited.
The more people sign up and dance on Nike App and Nike Experiences, the longer we extend the stage for everyone.
To help everyone dance, we have Japan’s Queen of Swag: Rie Hata tag team with comedian-at-large Yuriyan to create two dance classes.
One for beginners and experts, both hosted within Nike App and Nike Experiences, and joinable from everywhere.
Through everyone’s effort, the Miyashita Park dance stage was continuously extend beyond the targeted November and still counting.
As society move towards being more inclusive for people with disabilities, Tokyo city’s infrastructure hasn’t caught up, leading to social segregation.
One of the top wish of adaptive community is the ability to workout with people without disabilities. We asked ourselves: how can we help them do it?
Adaptive community adapts the best. They take a workout and modify it to what their body can. We got them to teach everyone else how to do the same.
Able-bodied or not, our bodies are all different, whether flexibility or strength, we need to adjust a workout to what we can do instead.
Working with Wataru Horie, from Japan’s Paralympic Ice Hockey team, and Tomo-kun, a boy who can push-up with just his hands.
We created NTC adaptive workouts with our very own Nike Master Trainer Tomo-san. Each of the workouts are modified to suit different body type.
For the first time ever in Nike history, adaptive athletes becomes trainers to teach. And Japan learned how to modify workouts to what each and everyone is capable of. And inspire the mantra: if you have a body, you’re an athlete.
Role & Responsibilities
Client Lead, responsible for the original project concept, initial proposal, pitch coordination, team leading and overall project oversight. Technical strategy and leadership across Nike ecosystem, as well as partner coordination with MyMizu as well as Aww Inc.
