Nike: Next% – Speed is Your Currency

Nike created buzz around its fastest running shoe, the Next%, to cut through the lifestyle clutter of the running shoe market in China and drive a halo effect across mass audiences.

Campaign details

Brand: NikeBrand owner: NikeLead agency: Mindshare ChinaContributing agency: AKQACountry: ChinaIndustries: SportswearMedia channels: Mobile & appsBudget: Up to 500k

Executive summary

Nike's Next% is the fastest running shoe ever created, allowing those who run in them to run more than 2% faster. For marathon runners, the best runners in the world, 2% can make all the difference when breaking a personal best or even a world record.

For this reason, Nike wanted to ensure the Next% would only be worn by its most dedicated...

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