Nike Taking To Grassroots To Try To Expand Brand, Presence In China

Nike is taking a grassroots approach in China as it features the "stories of ordinary people who choose to jog city streets at night as a way to change local perceptions that the sport is boring, lonely or even a punishment," according to AD AGE. Most young people in China are "only exposed to running at school, where they're forced take part in physical-education classes or athletic drills." Across much of Asia, running is "not something most people in heavily polluted cities choose to do with their leisure time." Faced with the challenge of getting Chinese people to "even put on running shoes, Nike launched its 'Run For' campaign with AKQA creating a call-to-action video for Chinese social-media networks and video-sharing sites featuring runners who talk about why they run." The video then "asks people to submit their own reasons." One key to Nike's marketing strategy is "making running a social event for young, urban, image-conscious Chinese." As part of the campaign, Nike hosted "Lunar Runs" in Beijing, Shanghai, Guangzhou and Wuhan. The "neon-lit nighttime events featured fitness instructors, live music and a few celebrities, to remind college students and young professionals that running is a fun activity that can be done at night, after classes or work" (ADAGE.com, 10/31).