Nike Women: Back to the Beginning

Sports brand Nike partnered with top female athletes to create an experiential outdoor campaign to grow relevance in the women's sector in China.

Campaign details

Brand: Nike Woman Brand owner: Nike Lead agency: Mindshare China Contributing agency: Wieden + Kennedy Market: China Industries: Sportswear Media channels: Outdoor, out-of-home, Word of mouth, influencers Budget: 10 - 20 million

Executive summary

Nike's relevance is declining in the booming female market. Despite the growth of this market, Nike believes that female athletes still face challenges and limitations, both in sport and in society. Specifically, at some point in their careers, femal