How Nike and Adidas won over runners by helping them solve city blues

Low Lai Chow

This event report looks at the contrasting approaches taken by sports brands Nike and Adidas to encourage running in two crowded and polluted Southeast Asian cities.

How Nike and Adidas won over runners by helping them solve city blues

Low Lai ChowWarc

Brand truth, according to iris Worldwide deputy creative director Jonathan Cockett, is what matters most when brands look towards newsjacking, or to hijack news with a brand angle.

"If it is not coming from your brand, then you're in trouble, because that's when you'll look like you are just taking advantage of the situation," he said at the APPIES conference held in Singapore in July 2014.

He should know: Cockett was at the event to speak about iris Worldwide's work with Adidas for...

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