Nike Live: Just Don't Quit

Nike, a sportswear brand, launched a home workout series called Just Don't Quit via livestream in China to engage with frustrated athletes during the COVID-19 lockdown period.

Campaign Details

Brand: NikeAdvertiser: NikeAgency: MindshareCountry: China

Campaign objectives & challenges

As COVID-19 began in China, athletes' daily fitness routines were upended, leaving them without regular workout opportunities, as well as without the critical human interaction that comes with sport.

Most importantly, Nike needed to quickly find a way to play their part long before the rest of the world had come to realise COVID's impact, while keeping athletes inspired to keep moving and not give up on their fitness goals.

However, in terms of metrics of success, Nike approached its livestream pilot...

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