Regular readers may remember how Nike’s (耐克 – Nài kè) ambient advertising for the 2010 Asian Games (aka the Asiad) caused quite a stir amongst Guangzhou’s local residents. Now that the 2010 Asiad has finished, it seems like a good time to look back at the other elements in Nike’s campaign.
The campaign was titled ‘Let Your Game Speak‘ (用實力說話 – Yòng shílì shuōhuà) and targetted Guangzhou’s youth. To appeal to the young audience the sportswear Goliath brought together street dance and hip-hop with popular sports such as basketball and football at various events that took place across the city.
Below is a photo of the notorious residential Guangzhou estate that became the focal point of Nike’s activity at the Games. Nike held a number of activities here during the tournament.
Photos courtesy of the Speed Dance Group
The 2010 Asiad drew to a close on the 27th November 2010, and to commerate a successful games (and of course their marketing campaign) Nike created a music video appropriately titled, ‘Guangzhou Do It!” – a play on the Nike slogan ‘Just Do It’. Here is the video below:
Brand Ambassador — Liu Xiang
In typical Nike China style, the organisation could not run a promotion without utilising its brand ambassador and one of the nation’s sporting heroes Liu Xiang. He featured across online (e.g Nike’s Sina page) and various offline activity.
Finally, in case you were wondering ‘用實力說話 – Yòng shílì shuōhuà’ in fact translates literally to ‘With the strength to speak’ but it is clear that this campaign follows in the footsteps of the former Nike Basketball promotion, from the USA, of the same title. Here is the original TVC featuring Michael Jordan.
So there you have it, Nike’s ‘Your Game Is Your Voice’ activities were cleartly mostly well received in the city of Guangzhou, and to finish here are the posters ads:
Credit to: W+K (Shanghai Branch)