Nike China: Greatness

This case study describes Nike's advertising in China around the 2012 Olympic Games (of which it was not an official sponsor).

Nike China: Greatness

Rodion Yudasin

Campaign details

Brand owner: NikeAgency: Wieden+Kennedy, Mindshare, AKQA, RazorfishBrand: NikeCountry: ChinaChannels used: Branded content, Internet - display, Internet - general, Internet - search, Newspapers, Online video, Outdoor, out-of-home, Print - general, unspecified, Public relations, Social media, Television, Word of mouth and viralMedia budget: 10 - 20 million

Executive summary

The 2012 Olympic Games were the most socially connected Games ever. Nike (not an official sponsor) wanted to find a way to deliver a powerful message of inspiration to its audience in China – that...

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