Nike 'Lunar Runs' Encourages Chinese to Jog at Night
Katherinev123 — November 7, 2011 — Lifestyle
Nike is encouraging people in China to run more -- and specifically at night -- with its new Nike 'Lunar Runs' campaign.
There's plenty of reasons why anyone would prefer to run at night rather than during the day -- less noise and crowds, for example -- and Nike wants people in China to share their own reasons. The Nike 'Lunar Runs' campaign includes a video that has runners telling viewers why they run and asks viewers to submit their own reasons at Nike's microblog account. By having real runners explain why they love to run, Nike wants to show that running (at night) is a cheerful and dynamic activity, rather than a "painful initiative."
Also part of the Nike 'Lunar Runs' campaign are nighttime events in Beijing, Shanghai, Guangzhou and Wuhan, which, through fitness instructors, live music and celebrities, remind college students and young people that running is a fun activity that can be done at night, says Popsop.
There's plenty of reasons why anyone would prefer to run at night rather than during the day -- less noise and crowds, for example -- and Nike wants people in China to share their own reasons. The Nike 'Lunar Runs' campaign includes a video that has runners telling viewers why they run and asks viewers to submit their own reasons at Nike's microblog account. By having real runners explain why they love to run, Nike wants to show that running (at night) is a cheerful and dynamic activity, rather than a "painful initiative."
Also part of the Nike 'Lunar Runs' campaign are nighttime events in Beijing, Shanghai, Guangzhou and Wuhan, which, through fitness instructors, live music and celebrities, remind college students and young people that running is a fun activity that can be done at night, says Popsop.
Trend Themes
1. Nighttime Running - Disruptive innovation opportunity: Develop innovative running gear and accessories specifically designed for nighttime runners.
2. Urban Fitness Events - Disruptive innovation opportunity: Create interactive fitness events that combine physical activities, live music, and celebrity appearances to attract and engage young people.
3. Crowdsourced Advertising - Disruptive innovation opportunity: Build platforms that enable brands to gather and showcase user-generated content to promote products and activities.
Industry Implications
1. Sports Apparel - Disruptive innovation opportunity: Design and manufacture specialized nighttime running apparel using high-tech fabrics and reflective materials.
2. Event Management - Disruptive innovation opportunity: Develop cutting-edge event management platforms and services that cater to urban fitness events and provide unique experiences.
3. Digital Advertising - Disruptive innovation opportunity: Create innovative advertising platforms that allow brands to leverage user-generated content and engage with their target audience in new and creative ways.
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