Nike Joyride: Getting Reluctant Runners Running

Nike, a sportswear brand, successfully launched a new innovation in running shoes aimed at China's Reluctant Runners.

Campaign details

Brand: Nike Agency: Mindshare China



Not everyone is born a runner, but Nike believes everyone is an athlete.

However, the athlete inside each of us needs a bit of inspiration to get moving.

Knowing this, Nike wanted 'reframe the run' to get young Reluctant Runners, who represent 75% of its audience in China, moving.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands