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NIKE JAPAN
WE MOVE TOKYO
Tokyo Olympics 2021 is easily one of the most complex Olympics to organize due to Covid 19, Japan’s entire attention and resources is diverted here to help bring this global event to life. But…
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For the world to enjoy the Olympics, everyday youths in Japan will have to stop sports. Not wanting them to be left out in this big moment, we built a platform that is as long as Olympics for them instead.
東京のために一緒に動こう
R/GA
35.6764° N
139.6500° E
WE MOVE TOKYO IS A CROWD-FUNDED O2O PLATFORM, POWERED BY MOVEMENT.
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HOW IT WORKS
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This platform is designed to house different causes for different communities. Every single benefits earned goes back to Tokyo citizens.
Through user research, three most underserved sports causes were found: adaptive athletes, dance space and plastic reduction from running.
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EVERYONE IN TOKYO AS A SOCIAL MOVEMENT ACTIVIST
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01
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PROJECT 01 \\ WE MOVE FOR NO WASTE
廃棄物ゼロのために一緒に動こう
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A bottle of water is consumed on a run on average, compounded by Japan’s vending machines’ availability makes the country the world's second largest plastic consumer.
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We worked with Mymizu, a NGO that provides plastic-less water refill stations around the Tokyo, connected via an app. The more people run, the more these stations will be installed.
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TO unlock? Run 2,564,000 kilometers
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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.
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To instill this awareness into our youths, we created the same exact distance run with the help of NRC. Collectively everyone can run down this number to zero.
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VIRTUAL HUMAN IDOL: PLUSTICBOY JOINED THE RUN. for less… plastic.
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He is the acclaimed Imma-chan’s brother◾
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We didn’t stop there
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02
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PROJECT 02 \\ WE MOVE FOR FREE SPACE
自由に踊るために一緒に動こう
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Dancing in public spaces are shun upon in Tokyo. As Olympics sets the stage to celebrate sport, dancers isn’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.
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GIVING THE UNPOPULAR A POPULAR STAGE
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We built an ever-extending dance stage right on the rooftop of the popular Miyashita Park. It is a place once reigned as the epicenter of street culture.
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The more people sign up and dance on Nike App and Nike Experiences, the longer we extend the stage for everyone.
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NIKE EXPERIENCE: DANCE WITH RIE HATA
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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.
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One for beginners and experts, both hosted within Nike App and Nike Experiences, and joinable from everywhere.
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Last but not least
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03
PROJECT 03 \\ WE MOVE FOR EVERY BODY
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インクルーシブな未来のために一緒に動こう
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As society move towards being more inclusive for people with disabilities, Tokyo city infrastructure hasn’t.
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This leads to a social segregation between athletes with disabilities and athletes without.
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One of the top wish of adaptive community is the ability to workout with people without disabilities.
So the challenge is to create a workout that will allow for both communities to work out together.
FOR THE FIRST TIME IN NIKE HISTORY, ADAPTIVE ATHLETES BECOMES THE TRAINER.
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Adaptive community adapts the best. They take a workout and modify it to what their body can. We get them to teach everyone else how they do it.
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Working with Wataru Horie (Japan’s Paralympic Ice Hockey) we created NTC adaptive workouts to show how to modify workouts for different body types.
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RESULTS
250000km
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COVERED IN JUST THE FIRST MONTH
120%
WATER STATIONS UNLOCKED
2352
DANCERS PARTICIPATED
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FEATURED IN
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R/GA
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SUPPORTED BY
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35.6764° N
139.6500° E
◾ TEAM
Debbie Pan
Hannah Parsons
Haruka Akatsuka
Holly Bartholomeusz
Shotaro Ishizuchi
Akimitsu Takata
Anna Shin
Masaya Nakade
Anthony Baker
Seamus Higgins
Kei Shimada
Ginger
Odding Wang
Dheerna Matsubara
Abe Chuang
