The Campaign

The Olympics are over. Where do we go from here? The next generation is ready to take sport to the next level. To take sports further, you have to not only be willing to fall. You have to fall proudly. You have to look at sports in a new way. You have to discover the unknown. Following a hugely successful 2008 Beijing Olympics, Nike challenged youth to step into the unknown and adopt a new attitude: to see how far they can take sport.

Success of the Campaign

An elimination race using text messages to spell out the race course. 1,645 runners took place in 192 races in 6 cities across China over 5,000km ran. The football section of Nike.com.cn urged players to be more creative, to play new tricks. And it featured a keepy uppy display that kids could take part in. The women's fitness section of Nike.com.cn asked girls to stretch their imagination and turn heads, over 10,000 responses to our expert on Baidu knowledge. Dance videos received 73,000 views.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The message was delivered through Print/OOH, TVC and DVC. Actions are ignited among youth via on-line sports communities and off line events. In retail, our campaign helped to elevate the awareness of the Nike air shox. We went deep in digital where our audience spends most of their time focusing on existing online communities where they could take ownership of content. An online navigator helped kids connect to content in those communities. Through the baller's network, we took basketball from the courts to a new environment. Court markings allowed kids to recreate their heroes' shots. At the CHBL event, thousands of kids learned how to out – Kobe Kobe. Other ballers could check out skills and upload their own in a basketball matrix. Through the runner's network, we invented a new kind of race, last one run.