Nike Joyride: Getting Reluctant Runners Running

Nike, a sportswear brand, successfully launched a new innovation in running shoes aimed at China's Reluctant Runners.

Campaign details

Brand: NikeAgency: Mindshare China

Strategy

Objective

Not everyone is born a runner, but Nike believes everyone is an athlete.

However, the athlete inside each of us needs a bit of inspiration to get moving.

Knowing this, Nike wanted 'reframe the run' to get young Reluctant Runners, who represent 75% of its audience in China, moving.

Target Audience

Reluctant Runners are those who would rather be moving in the digital worlds of esports than in the real world.

Creative Strategy

By understanding this group of runners, we partnered with Tencent Game's latest hit: Monster Hunt, one...

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