NIKE Run Club: Digital Ecosystem Report

This article explores how Nike rode on a wave of enthusiasm for running in China, leveraging the brand's running heritage to cut through the competition - local and international - to lead the trend.
  • As populations transition from rural to urban lifestlyes, the stress of work and the more sedentary work has sparked interest in staying fit and relieving stress.
  • As running is just beginning as a activity in China, runners are often isolated from one another; there existed the opportunity for a brand to bring local runners together to create a community of runners, who could socialize and encourage each other.
  • Nike created a WeChat platform and app that allowed locals to engage with running in a personalized way - this positioned the brand as championing the development of a local...

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