Nike Wants To Make Jogging Cool In China
Global sports brand aims to change local perceptions about running with its advertising campaign.
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.