Celebrating the 25th Anniversary of ‘Just Do It’ in Japan, aspiring athletes were empowered to turn their aspirations into realities – a ‘Kickstarter for athletes’.
Inspiring the youth of Japan to move more with Nike+, aspiring athletes created their own sporting missions through the tools created and submitted their projects to rally support from the Nike+ community. Instead of pledging money, the community would donate NikeFuel to vote for projects. When the winning project reached its goal, Nike would make it happen.
To drive participation a selection of Japan's elite athletes told their personal stories of determination. The campaign launched with professional boxer Takashi Uchiyama - the WBA Super featherweight Champion.
10 finalists were selected and their stories told for the community to vote on. Over 35% of the total pledges went to the winner – Chica Twara, who dreamed of being a professional runner.