Nike China advertising is using consumer insights to understand the underlying behaviors, motivations, pain points and emotions of Chinese consumers. Over the last few months, we are seeing Nike using advertising to connect, challenge and inspire consumers in China.
There are two types of Nike ads we see.
- The classic celebrity style ads, showing the greatness of Michael Jordan, Lebron or Cristiano Ronaldo. They are entertaining and give validation that the best in the world are using Nike.
- There are those with a message designed to challenge, inspire and push your athletic boundaries beyond what you thought was possible. These ads give us enough goosebumps to get us off the couch.
Don’t call me precious
This Nike China ad campaign speaks directly with the kids, while it flies directly in the face of over-protective parents in China and everywhere around the world.
The quote from the Nike China VP of Marketing outlines the insight. “When it comes to sports, children have the grit, determination and fearlessness of adults. They aren’t constrained by their age, but they’re sometimes constrained by parents’ fears of them falling or failing. We wanted to help overcome this overprotectiveness by reframing ‘young athletes’ as athletes who happen to be young.”
Just like Nike “Just Do It” ads pushed the western youth in the 1980s and 1990s, with inspirational ads, Nike China is taking that approach to grow their brand in China. What do you think?
Dare to become
This ad challenges the youth of China to imagine into the future when they can become the dominant soccer/football nation. It aired during the recent World Cup, generating over 170 million views in the first four days after it was released. It shows the iconic #7, currently worn by Cristiano Ronaldo, and he turns around to reveal it is a Chinese soccer player in the future.
Keep in mind, only 6 countries have won the World Cup since 1970, and only 8 have been in the finals. China is currently ranked 75th in the world. However, with 1.4 billion people, and a little inspiration, maybe this ad can come true in the future. Just imagine.
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Beloved Brands: Who are we?
At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.
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We help brands find growth
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If you need our help, email me at firstname.lastname@example.org or call me at 416 885 3911