KARADAKARA (Nike x Yomiuri Giants)
Reclaiming the joy of movement for the next generation.
An ongoing partnership program designed to fight the decline of girls' sports in Japan by turning physical activity into play.
Role: Creative Director / Art Direction, Design, Copy Writing
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Japan faces a silent crisis where girls drop out of sports at double the rate of boys. Academic pressure and a rigid, competition focused culture have stripped play from daily life. The challenge was to reframe movement not as exercise or obligation but as something instinctive and liberating.
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We launched "KARADAKARA" (Starting from the Body), a comprehensive grant program by Nike and the Yomiuri Giants. To define the program's soul, I led the creation of an approachable visual identity and an animated anthem that visualizes the pure joy of motion. Beyond the grant, we produced a series of educational films featuring diverse athlete role models. These stories serve as ongoing tools to inspire the youth and show them that sport starts simply from the body and the happiness of moving it.
Role Models
Mentorship over instruction.
We moved beyond traditional athlete endorsements to select effective role models who are true leaders in their fields. We paired them directly with children in a series of intimate films designed to address specific anxieties, such as fear of failure or body image. By facilitating genuine dialogue rather than scripted lectures, these films provided the youth with relatable tools to overcome their barriers and discover their own potential.
