This was the first campaign from Nike to women in Japan, China, South Korea and Vietnam.
At the time it launched, very few women used gyms at all, and sweating or looking muscular was not considered feminine and was almost never depicted in advertising.
This was a series of two campaigns and it featured women of a range of ages and depicted the beauty of a range of visible physical strength to women's culture.
The first campaign defines your 'body type' as what your body likes - to get up early, to run, to stretch, to sleep... It creates body types as appreciations of the body; rather than expectations of it.
Agency: Weiden & Kennedy/Tokyo
Creative Directors: Sumiko Sato, John Jay
Copywriter: Risa Mickenberg
Art Director/Photographer: Chris Shipman