This is one of the best headlines I've read in a long while. It's not trying to be funny or weird or outrageous, it's just true, in a most surprising and powerful way. The copy continues in the same lean-in manner. Since this is the first ad I've seen from the Japanese athletic company, I don't what they're all about. But if I had to guess, I'd say they're representing the dark side of Nike, which is a cool place to play in. Long live long copy. Don't know the agency.