SK-II today released ‘The Center Lane’, the debut film from the Prestige skincare brand’s newly formed film studio division and content hub SK-II Studio.
The film, which embraces the strength of the human spirit to rise above adversity in unprecedented times, tells the destiny-changing story of Japanese swimmer Rikako Ikee’s return to competitive sport after being diagnosed with leukemia in February 2019. Her illness came just months after Ikee (Rikako is her given name) became the first swimmer to win six gold medals at a single Asian Games during the 2018 Asian Games in Indonesia.
The Center Lane, directed by award-winning Japanese film director Hirokazu Kore-eda, is the first of eight SK-II Studio films to explore what it means to change destiny. The films proclaim that destiny is not a matter of chance, it’s a matter of choice.
“I feel truly blessed to have been involved in this wonderful project, and I want to express my gratitude to SK-II and Kore-eda san for capturing who I really am in this film,” said Rikako Ikee as she reflected on her year-long journey with SK-II and being part of SK-II’s new #ChangeDestiny chapter.
“People around the world have been placed in incredibly difficult situations. I’m sure there are times when it gets too much, and you start to question yourself. It’s moments like these that I want everyone to remember the importance of persevering, undeterred, and pursuing your own destiny.
“It doesn’t matter if we can’t go back to who we were in the past, because destiny is determined by our actions in this very moment. No matter what hardships you’re facing, I believe that you can overcome them and change your future.”
The film’s title, ‘The Center Lane’’, is inspired by Ikee-san’s quote when she first arrived at the pool to be interviewed by Kore-eda. “I definitely love the center lane, I always ended up in the center lane at competitions, which you do when you are the fastest. So I feel like home. Like it’s my lane.”
The new film uses a mix of live documentary and animation to shed light on her inner thoughts, struggles and hopes as she trains for her competitive comeback. “I had the opportunity to interview and explore Ikee-san’s thoughts and emotions as she embarked on her return to competitive swimming after her recovery,” commented Hirokazu Kore-eda.
“It was inspiring to witness what it takes to change destiny through Ikee-san’s personal journey. Her story is unique, but within it is something many of us can relate to in these times. After all, life will always find a way to knock us out of lane, but it is then when we can see our true self and how we evolve past it. That is what I wanted to explore.”
Rikako Ikee was named the Most Valued Player (MVP) of the 2018 Asian Games – a first for a female athlete – and considered a gold medal candidate for the 2020 (now 2021) Tokyo Olympics before her diagnosis in February 2019. During her journey to recovery, she partnered with SK-II in May 2020 to reveal a new side – appearing without the wig that she had been wearing after losing her hair while undergoing chemotherapy.
Her story of hope and strength touched the heart of the nation, reaching top news on Twitter, LINE and Yahoo in Japan and sparking an outpouring of encouragement and support from netizens all over the country. According to SK-II it was the first time in 28 years that a solo female athlete had become front page news in Japan.
Rikako Ikee has since returned to competitive swimming with a strong comeback at the Japan Open in February, clinching second in the 50-metre freestyle. Two weeks later she finished third in the 100-metre butterfly at the Tokyo Open. She is now qualified to compete in the 3-10 April Japan Swim nationals in Tokyo, which doubles as a qualifier for this year’s COVID-delayed Tokyo Olympic Games.
“#CHANGEDESTINY is our brand philosophy at SK-II and is at the heart of all that we do,” commented Global SK-II CEO Sandeep Seth. “We are still in unprecedented times and our consumers have a higher expectation towards brands and businesses on how they positively impact communities, society and the environment. Beyond sharing stories of hope and empathy, we have a social responsibility to act now.
“As we embark on our #ChangeDestiny journey this year and embrace the spirit of the Olympics as an Official Worldwide Partner of the Olympic Games, we want to use our voice to support women as they take destiny in their own hands and overcome limitations placed on them. As destiny is not a matter of chance, but choice.”
As part of its #ChangeDestiny journey, SK-II is committed to providing a global platform of support to athletes and women worldwide as they continue to pursue their destiny and overcome limitations that stand in their way. SK-II will be dedicating its next SK-II STUDIO instalment in support of this principle.
SK-II is also setting up a #CHANGEDESTINY fund, contributing US$1 for every view generated by each SK-II Studio film. In line with the brand’s purpose this year, the fund supports women in pursuing their destiny to create positive change. Total contribution to the #CHANGEDESTINY fund will be capped at US$500,000 USD. Participating organisations will be announced later
Note: The Moodie Davitt Report will be bringing you sustained and exclusive travel retail coverage of this groundbreaking initiative over coming months.
ABOUT #CHANGEDESTINY
#CHANGEDESTINY is at the heart of the SK-II brand philosophy, one that celebrates how destiny is not a matter of chance, but a matter of choice.
Inspired by the stories of women from around the world, #CHANGEDESTINY sheds light on the pressures they face and the universal ‘box’ they are put in to be perfect in society’s eyes.
Award-winning #CHANGEDESTINY campaigns include 2016’s ‘Marriage Market Takeover’ that put a spotlight on the labels of ‘Sheng Nu’ or ‘Leftover Women’ in China; 2017’s ‘The Expiry Date’’ 2018’s ‘Meet Me Halfway’ and 2019’s ‘Timelines’ – a docu-series in partnership with renowned journalist Katie Couric about the evolving and controversial topic of marriage pressure and societal expectations women face globally.
Find out more about SK-II Studio’s first film ‘The Center Lane’ and #CHANGEDESTINY philosophy at https://www.sk-ii.com/
