Led the design for Nike Korea's Play New campaign. Worked closely with Korean type designer Bohuy Kim to create a hangul system that worked within the global Play New identity.

A regular top 10 ranking country in the Olympics, South Korea’s excellence comes at a steep price. The sports world is overrun by verbal, physical and sexual abuse. Hierarchy dominates. Those who speak out are banished.
 Nike’s work often revolves around how sports can change the world. But in this case, we first have to fix sports.

Through a campaign that included film, statements signed by major South Korean athletes and organizations and a wearable pledge collection, we fueled conversation not just about abuse in sports, but the social systems that this generation wants to break free from.

Film here

We collaborated with Korean illustrator and designer paika for a series of free wearable Nike By You patches, so anyone could show their support.