Baek Byung-yeul is a journalist at The Korea Times focused on cultural content, including films and cultural events in South Korea. You can contact him at baekby@koreatimes.co.kr to share your insights.
Nike launches new campaign for women
A scene from Nike Korea's new ad campaign “2019 Women's Just Do It” / Courtesy of Nike Korea
By Baek Byung-yeul
By Baek Byung-yeul
Nike Korea has introduced a new advertising campaign, targeting female consumers who are pursuing active lifestyle, the local branch of the U.S. sports brand said Thursday.
Under the slogan “2019 Women's Just Do It,” a video features female stars such as Amber of K-pop band f(X), comedian Park Na-rae, K-pop singer Chungha and professional golfer Park Sung-hyun.
“We produced the promotional video to show there are many women who are working to break stereotypes and social prejudices against women,” Nike Korea said.
Amber said she could find balance in her life through sports activity whenever she feels the weight of life as a burden.
“I tried to become what the public wants to see from me for a long time but sometimes I felt the futility of life. Whenever I got so frustrated I tried to find myself via sports activity,” she said.
Nike Korea also plans to implement various kinds of campaigns to encourage more women to engage in sports.
The firm will hold a “Great Challenge” event from Feb. 8 to 28. Participants are required to perform sports missions provided by the firm's webpage at Nike.com every week. Nike Korea pledged it will donate sports bras to schools and non-profit organizations here based on the number of participants in the event.
On the occasion of International Women's Day, which falls on March 8, Nike Korea will hold a “Great Festival”, comprised of a variety of “sports” events such as running, dancing and football, in early March. The firm added it also plans to host music festivals and cultural events for women.