NIKE WINDSHADOW FEATURING SHIM SUKHEE
Shim Suk-Hee is a Korean speed skating gold medalist. In 2019, she shocked the world as she came forward to accuse her longtime coach of sexual abuse. The public rallied behind Shim as her bravery triggered a wave of #metoo style confessions from other athletes--exposing a rotten core of sports institutions in Korea. Recently Shim has started her comeback into sport and the spotlight again, by vowing to stand up and make sure future athletes are protected and safe.
In speed skating, the first skater in the pack creates a windshadow, which allows the skaters behind them to draft and reach peak speed without using as much energy. We used the sport truth and metaphor to represent how Shim is out in front of sport culture in Korea. And that her efforts and boldness are leading the comeback and creating an easier path for the generations following her.
Directed by Crowns & Owls.
Copy:
Even when it feels like we can’t come back, sport shows us we always can.
