"Just Do It" Brand Launch
Wieden & Kennedy Shanghai
Credit: Creative

Brief:  Introduce Nike to China.

Solve:  Create the first generation of 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 having only competed athletically within the cultural confines of a closed China. Big fish in a small pond.

Nike decided to help them find a bigger pond - encouraging them to seek out the next challenge by pushing them, and getting them to take it upon themselves to push past their own limitations.

JDI 08 Brand Launch Video - Discover your unknown / Just do it 



The campaign we created was designed to galvanize and inspire the target 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, press, outdoor and POS were developed to reinforce the core message, "Discover your unknown." And a Nike website
was specifically designed to promote greater
connection between online users / athletes interested in pushing themselves and testing their sport skills against others participating in the same sport - a way to help raise everyone’s game.

A community of athletes was created and celebrated, and through participation, practice and competition, thousands improved their game by embracing their unknown.

Discover your unknown / Just do it - In Situ:
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

Discover your unknown / Just do it - Sports Exchange Program:
A one-way exchange program for Chinese kids. Young athletes are flown to countries/cities where the incidence of play is higher and the competition is greater (ie. sending a kid from Kuming to a basketball camp in Kansas, or arranging for a striker from Guangzhou to join a Barcelona youth league…) A way for kids to improve their game by playing in a different context.

Nike Play To Your Weakness / Discover your unknown Training:
Training sessions organised specifically to improve players’ ball skills in soccer and basketball. Nike helps kids get better by challenging them with training exercises that make the games they play more difficult. (ie. playing an entire soccer game in which all shots on goal have to be taken with your left foot, or a basketball game played using only your left hand.)

The Nike Pitch / Discover your unknown Court Challenge:
Nike-sponsored basketball courts, tennis courts, soccer fields / pitches across China - purpose-built courts / pitches with goal or shooting obstructions (ie. basketball hoop / frame, minus the backboard, or billboard placed in front of a soccer net.)

Television / Press / Outdoor :
(Featured in “JDI 08 Integrated Campaign” video above - reinforcing core message)

In-store / POS:
(Featured in “JDI 08 Integrated Campaign” video above - reinforcing core message)

Website:
Nike website specifically designed to promote greater connection between on-line users / athletes interested in pushing themselves and testing their sport skills (see “keepy-uppy” online challenge.)
47 SUMMIT ST (2C,) BROOKLYN, NEW YORK. 11231   917.635.1328