Campaign details

Brand: Nike
Brand owner: Nike
Agency: Mindshare China
Country: China
Industries: Sportswear
Media channels: Gaming & in-game advertising, Mobile & apps, Point of purchase, in-store, Virtual & augmented reality
Budget: 1 - 3 million

Executive summary

Not everyone is a born runner, but Nike believes that anyone can be an athlete – all that's needed is a nudge to get working on athletic goals.

This audience segment is known as the 'Reluctant Runner', and they are the target audience for Nike's latest innovation in running shoes, the Nike Joyride – a shoe with energising beads in the sole to make Reluctant Runners feel the joy of running with every step.

Focusing on behavioural insight that this audience would much rather be moving online in the mobile games where they spend so much time, Nike found the perfect opportunity to get them to not only move online, but offline as well – with Nike Joyride powering them.