Nike Korea - Play New

Breaking the Silence on Sports Abuse in Korea

In South Korea, sports had a dark side nobody talked about. Athletes faced abuse at every level - from school teams to professional leagues. Speaking up? That usually led to being pushed out of the sport entirely.

When we dug deeper, the numbers hit hard: 34% of athletes had faced abuse. The story was the same everywhere - from school gyms to pro fields.

We partnered with Nike to launch PLAY NEW - not just another campaign, but a movement to reshape Korean sports culture.

Together, we launched PLAY NEW. Not just a campaign - a movement that gave athletes at every level permission to speak up. We created a powerful film, got major sports figures to sign pledges, and designed wearable statements that turned fans into advocates.

For the first time, Korea's sports community started having the tough conversations needed for real change. The campaign didn't just highlight the problem - it gave athletes and supporters the platform they needed to speak up and be heard.