Nike campaigns in China inspire new generation
Brands play a key role in pushing for gender equality. In sport, where there’s still a huge gap between the interest, participation and pay for female athletes, it is more important than ever. Nike has been one of the brands pushing this agenda worldwide. In China, where three out of four female athletes drop out of sports by the time they are 17, there was a need to push this agenda harder. Working with Mindshare China, Nike carried out the ‘Back to the Beginning’ OOH campaign to tell story of famous athletes, to inspire new generation. Nike took over the building next to Wan Chai Sports Ground where Cecelia Yang broke Hong Kong’s high jump record. Another placement at the Shanghai Library told the story of Shao Ting, who was told she couldn’t both get a PHD and become a basketball star, yet against the odds she did.