Cultural/Context information for the jury

Korean youth are taught to follow one set path to success. If they don’t, they get ignored. It’s a toxic environment that wastes the dreams and ideas of those most driven to make change happen. However, everything Korean women need, is already inside them. In the toughest social context, they are thriving. They just don’t recognize their phenomenal ways. They think it’s normal… but through sports, Nike made them realize they are stronger than they think. Our OOH campaign heroes a mix of women who embody the line 'Choose Phenomenal'. K-pop stars who have broken the traditional mould, either with their image (Amber’s unique style challenges stereotypical Korean femininity) or daring to start a solo career (Chungha). Professional athletes inspiring a new generation (#1 golfer Sung Hyun Park and Chelsea footballer So Yun Jun). And a well-loved comedian who has just started her running journey (Na Rae Park).

Translation. Provide a full English translation of any text.

Choose Phenomenal