Nike Next: Speed is Your Currency

Nike, a sportswear brand, created buzz around its fastest running shoe, the Next%, to cut through the lifestyle clutter of the running shoe market in China and drive a halo effect across mass audiences.

Campaign details

Brand: Nike Agency: Mindshare China

Strategy

Objective

Launching Nike's fastest running shoe yet, the Next%, Nike needed to harness data to identify and engage the nation's fastest and most dedicated runners.

Amongst this audience of dedicated runners, Nike wanted to increase brand favorability metrics and create hype for the launch of the Next%.