BRS Nike Taiwan - Nike 5k Run: Everyone can ''Just Do It''

Nike has for the past three years successfully staged a mini 5K marathon. It has consistently brought in running aficionados but not entry-level fitness runners who are rather intimidated by the notion of competing and running in a marathon – even though a 5K Run is technically too "short" to be one.

BRS Nike Taiwan – Nike 5k Run: Everyone can “Just Do It”

CAMPAIGN SUMMARY

Nike has for the past 3 years successfully staged a mini 5K marathon. It has consistently brought in running aficionados but not entry-level fitness runners who are rather intimidated by the notion of competing and running in a marathon – even though a 5K Run is technically too “short” to be one.

This case shows how Nike managed to “trivialize” this physically demanding activity and in the process, achieve its objective of increasing participant numbers by making this event feel like an “everyday activity”.

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