The "Just Do It" Nike brand campaign is a trademark ad campaign of recent years. However, in Japan, recognition of the Just Do It campaign tapered off since reaching a peak in the 90's. In response, Nike Japan decided to air a TV commercial designed to reignite that spirit in the young generation, Nike's target group. At about the same time, Nike Japan ran a web-based contest called Kimewaza Battle (“Killer move” Battle), in which the target audience was encouraged to submit images, with winning entries featured in a Nike Japan ad.

Drawing on a theme of 'self expression through sports', a target group aged 12 to 24 of eager-to-show-off exhibitionist users were asked to submit through cell phones or computers high level images featuring their various 'killer moves'. While active, the site received over 230,000 visitors and gathered over 400 images. Then, a corporate "Consumer Generated Ad" was created using only the images submitted by those general consumers.

The story of this unprecedented corporate campaign born from the 'Kimewaza Battle' (‘Killer move’ battle) spread through major media channels, newspapers, magazines, and blogs, at unprecedented speed. It is believed this huge stir triggered over 70,000 Google searches on the subject as of December 11th.

Nike Japan, through moving beyond a one-way corporate message and including the thoughts and ideas of the consumer, succeeded in communicating the message of the "Just Do It" campaign, and making consumers experience the very spirit of the brand.