"Just Do It" Nike Brand Launch
Wieden & Kennedy Shanghai
Credit: Creative
Brief: Introduce Nike to a We vs Me China.
Solve: Create the first generation of proud, home-grown Chinese athletes.
The Chinese 14-22 year-old kid was part of a generation of kids who remained mainly unchallenged and overly insulated; most kids only competed in sport within the cultural confines of a closed China. They remained big
fish in a small pond. By listening to this restless generation’s peer-to-peer chatter on their social channels, we decided to help them find a bigger pond, and invite as many as were willing to just dive in.
With Nike’s support, we created an online hub and IRL playground/court experiences for football, basketball, runners and dance enthusiasts to practice their skills against each other. This turned into content which inspired our TV and online launch campaign.
fish in a small pond. By listening to this restless generation’s peer-to-peer chatter on their social channels, we decided to help them find a bigger pond, and invite as many as were willing to just dive in.
With Nike’s support, we created an online hub and IRL playground/court experiences for football, basketball, runners and dance enthusiasts to practice their skills against each other. This turned into content which inspired our TV and online launch campaign.
We launched with a longer cut of the commercial, featuring the bravest among them. It encouraged other sport entusiasts to push themselves by engaging In lots of competitive on and offline opportunities (a keepy- uppy marathon, a hip hop dance-off, markings on city courts that challenged you to take a shot further than LeBron.) We designed everything with the intention to unlock the athlete within, and discover how much faster, higher, further they could go.
Within days we watched young male and female athletes across China participate in these Nike programs en masse, ready to show each other and the world exactly what they were made of.
Within days we watched young male and female athletes across China participate in these Nike programs en masse, ready to show each other and the world exactly what they were made of.
JDI 08 Brand Launch Video - Discover your unknown / Just do it
The thinking and execution behind “Discover Your Unkown”: The campaign we created was designed to galvanize and inspire kids to find new ways of improving their game by connecting with like-minded peers, and participate in as many Nike-sponsored training exercises to showcase their ability in this brand new world.
Television, social media, press, outdoor and POS were developed to reinforce the core message, "Discover
Television, social media, press, outdoor and POS were developed to reinforce the core message, "Discover
your unknown." And a Nike website specifically designed to promote greater connection, and grow a community between online users interested In testing their sport skills against others, was a way to help raise everyone’s game.
A vibrant online community of peer athletes was created and celebrated, and through participation, practice and competition, thousands improved their game by embracing their unknown.
A vibrant online community of peer athletes was created and celebrated, and through participation, practice and competition, thousands improved their game by embracing their unknown.
DYU / Just do it IRL:
At Dong Dan and other sporting grounds, court markings inspire kids to push / test themselves by following, literally, in the footsteps of their sport heroes.Ex: GAME 5, EASTERN CONFERENCE FINALS 2007 /
LEBRON HIT THE GAME WINNER IN 2OT FROM THIS SPOT