Jogging has never really taken off in China as it’s often seen as a boring, lonely and rigorously tedious sport by locals. Global sports brand Nike hopes to change that perception with its ‘Run For’ campaign. Runners and joggers are asked to submit their own reasons why they enjoy running via social media platforms and video sharing sites. The campaign also includes events like ‘Lunar Runs’ that are organized by Nike in Beijing, Shanghai and Guangzhou. This nighttime event aims to engage young professionals and college students and features neon lights, live music and celebrities alongside fitness instructors.
The ‘Run For’ campaign is executed and managed by the creative firm AKQA. Executive Creative Director, Johan Vakidis, at AKQA in Shanghai commented:
We wanted to make sure it wasn’t necessarily Nike telling consumers why running is good, so the whole entry point with the communication is really leveraging stories of the few runners who are out there.
Jeanne Huang, Communications Director for Greater China at Nike further explained that:
In China I think people generally understand the benefit of sports, but we need to give them an inspiration. How can we drive them to really go out of their house, to get off the couch and do something physical?