Our New Digital Report – Nike’s China Run Club

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Running is taking off in China.  To engage local runners, Nike launched Nike Run Club – a digital campaign that helped local runners come together and discover a new found love for the sport.

Why is running ‘so hot right now” in China?    

The rise of running is a combination of several key trends.

  • First, as urbanites spend long hours in the office, they are actively seeking more opportunities to exercise.
  • Second, local consumers increasingly measuring their health and fitness through their mobile devices.
  • Thirdly, city folk – even in China – can get a bit lonely, so are looking for activities to do collectively.
  • Fourth, but certainly not least, having a hot body is becoming more important as local selfies go ‘full body’.
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Nike Run Club’s Fun Way to Get Chinese Runners Up to Speed

What did Nike do to capture this urban trend? 

In our report, we analysed how Nike encouraged a deepening of running culture in China.

Through digital and digitally activated events, they helped local runners engage with running culture in a more profound way – by helping them measure their performance, come together as groups and access content about Nike’s long association with running.

The local  Nike Run Club campaign was timed strategically create a differentiated connection with new runners. In the local context, where Adidas, Under Armour, Puma, New Balance and Li Ning are all targeting the same group – young urbanites moving their aspirations from luxury, increasingly to sports wear.

In an Olympic year, it was important for Nike to strike early with a strong digital campaign focussed on consumer engagement.  Later in the year, the focus will move to celebrity athletes, but Nike has successfully ‘stole a march’ on competitors by make a geniune contribution to China emergent running culture.

To access our report on Nike Run Club become a CSBR member today. Your one-stop resource on China’s digital landscape – join to gain access to all our reports.

About Author

Jerry Clode

Jerry Clode is Head of Digital & Social Insight at Resonance. He leads Resonance SMART, providing leading-edge research, strategy and naming for brands in China using bespoke methodologies. Jerry also produces Resonance's popular China Social Branding Report, a bi-weekly publication covering modern marketing methods of the world's top brands.

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