Nike Joyride: Getting Reluctant Runners Running

Nike, a sportswear brand, successfully launched a new innovation in running shoes aimed at China's Reluctant Runners.

Campaign details

Brand: Nike Agency: Mindshare China

Strategy

Objective

Not everyone is born a runner, but Nike believes everyone is an athlete.

However, the athlete inside each of us needs a bit of inspiration to get moving.

Knowing this, Nike wanted 'reframe the run' to get young Reluctant Runners, who represent 75% of its audience in China, moving.

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