Nike has always been perceived as a brand that doesn't fit, is not durable and has a product performance that is not up to the standards of Japanese Bukatsu athletes.

In October 2008, Nike Japan released the Super Ligera, the first football boot in 8 years made specifically for Japanese athlete.

The boxes were also color custom designed for each school and used in print ads, posters, and OOH around the specific schools. The campaign ran for 3 months.

Three pairs of the Super Ligeras were sent to the top 200 high schools in Japan in customized Nike Bukatsu shoe boxes. The shoe boxes depicted everyday bukatsu life with Nike's spirit and attitude towards the game of Football.