The campaign features Japanese female athletes with a love of sport who embody a toshindai (human and relatable) attitude, ignore the surrounding noise, and boldly push back against convention. Everyday female athletes appear alongside world-class athletes, including tennis player Naomi Osaka, dancer Koharu Sugawara, skateboarders Aori Nishimura and Sky Brown, and Evelyn Mawuli, a member of the Japanese national basketball team.

In addition to appearing online, the campaign also included billboards and activations around Shibuya Station, Dogenzaka, and Center-Gai Shopping Street.