Nike China: “Use Sports” Campaign

by Daniel Gilroy on Monday, August 1, 2011 3 comments

Great branding and advertising campaigns have made Nike one of the most recognised companies in the world. Its latest commercial for the Chinese market proves to be another worthy addition to the ever-growing repertoire of inspiring commercials produced by the sports brand.

The title of the new TV ad is. “Use Sports” (用运动 - Yòng yùndòng) and it aims to show how sports can help people achieve great things. Nike’s usual Chinese sports stars Li Na and Liu Xiang join Kobe Bryant and a number of other athletes to communicate the message. Watch it on Youtube or Youku below:

Watch on Youku.

The new commercial comes courtesy of our friends at W+K Shanghai, if you want to find out more about the agency read our interview with Jenny Chen (Associate Account Director for Nike China).

A few posters have also been released as part of the campaign.

Agency credit to: Wieden + Kennedy (Shanghai Branch)

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3 Comments

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Nuo

Tuesday, August 2, 2011 at 3:14 pm

The design is so ugly. First I discover an ugly design for Nike’s ads. The photos are so expressive because of the huge red square, we can’t see it clearly. The chinese character are not so nice.

your mom

Friday, September 16, 2011 at 12:25 am

first, these are not appealing to young people in China visually. Second, most of the kids in China dont give a shit about sports and nike, they buy nikes cuz they are cool.

- David
  
  Thursday, September 29, 2011 at 4:41 am
  
  Nike isn’t trying to attract customers to their brand with this messaging. They’re trying to create some kind of shift in the mind of consumers about what sports mean in a person’s life and tie the Nike brand to that paradigm shift. They’re basically trying to grow the pie, not take a bigger piece of it.