Nike Korea Spot Honors Power and Bravery of Gold Medalist Speed Skater Shim Suk-hee

She spoke out about sexual abuse in the sport, triggering a widespread movement

A still of Shim Suk-hee in the spot
The ad sees Shim Suk-hee skate through the darkness and into the light. Nike Korea
Headshot of Sara Spary

South Korean female gold medalist speed skater Shim Suk-hee became a national icon when she spoke out against her experience of sexual and mental abuse within the sport, prompting a movement within the country’s athletic community.

As the #MeToo movement gained traction around the world, Suk-hee spoke out to allege that her former coach—who has since been convicted and imprisoned—raped her.

Nike Korea has honored her bravery and power as a sports star in its latest spot by Wieden + Kennedy Tokyo and Noir Productions, directed by Crowns & Owls.

The ad sees Suk-hee skate through the darkness and into the light—a metaphor to convey how she paved the way for the next generation of Korean speed skaters to have a brighter future.

Noir Productions enlisted set designer James Hamilton to create a 50-meter concrete tunnel on an Olympic-sized ice rink for the spot.

Filming on ice was a technical challenge, and the crew enlisted two local ice hockey players to help operate the cameras.

Noir Productions


Agency: Wieden + Kennedy Tokyo
Managing director: Ryan Fisher
Executive Creative Director: Scott Dungate
Creative Director: Jordi Luna
Art Director: Max Pilwat
Copywriter: Andrew Miller
Head of Production: Kerli Teo
Agency Producer: Jennifer Chien
Account Team: Shinya Kamata / Kaede Ose / Becky Levy
Strategic Planner: Hasse Lemola
Comms Planner: Justin Lam
Studio Manager: Kiki Bowman
Designer: Donna Kwon
Digital Producer: Reiko Kawaguchi / Raissa Kamie

Production Company: Noir Productions
Director: Crowns & Owls
Producer: Javier Alejandro
Local Production Service: Mr. Romance Plus (Danny Kang / Bong Hoon, Cho) (IG
Director of photography: Patrick Aldinger
Gaffer: Lee Duk Yong
Production Designer: James Hamilton
Stylist: Seon Young, Sung
Casting Director: Dae Hyun, Im

Post Production
Editor: John Holloway
VFX / online artist: Jim Allen & Barny Wright (No. 8)
Colorist: Jonny Tully (Big Buoy)
Sound Designer/ mixer: Tom Joycee (Sound Canvas)
Music Composer: Joe Farley and Freddie Webb (Father)

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@saramayspary Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.