Point of view: China's running race

This articles describes how brands' use of mobile media has provided the inspiration for the start of China's jogging revolution.

Point of view: China's running race

Edward BellFCB Greater China

In mid-2014, this column talked about the troubles of China's sports brands in getting Chinese to put down their smartphones and do a bit of exercise. Whether it be outdoor hiking, swimming, soccer, basketball, while they are all growing, across the board, the incidence of people around China volunteering to exert themselves in the name of for-the-love-of-it sport remains very low. However, we may be witnessing the beginning of China's own jogging revolution, akin to that which took hold of the US in the 1980s. Chinese are now running...

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