Nike World Cup: Dare to Become

Sportswear brand Nike joined with UGC platform Weishi for a branded content campaign designed to appeal to football fans in China.

Campaign details

Brand: NikeBrand owner: NikeAgency: Mindshare ChinaCountry: ChinaIndustry: SportswearMedia channels: Mobile & apps, Online video, Outdoor, out-of-home, Social media, TelevisionBudget: 3-5 million

Executive summary

Chinese football is in a slump, and China was not at the FIFA World Cup tournament... again. Young footballers who are dedicated to the game are consistently left unmotivated, with a lack of confidence to express themselves on the pitch.

In every amateur game, there are amazing moments that these young footballers achieve, but unlike professionals whose every move get recorded on...

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