by Amanda Mohar
August 24th, 2012

Leading sportswear brand Nike partnered with Weber Shandwick in China to promote the company’s Nike Running range, with the objective of making running a fashionable and sociable choice of exercise in China.

A key part of the strategy was to build a cultural and social phenomenon by turning fashion and lifestyle trendsetters into Running Believers through the creation of a Nike Media Run Club, which would in turn increase the possibility of Nike Running-related stories in fashion and lifestyle media.

To date, the campaign has been a big success, not only recruiting 60 regular Nike Media Run Club members, but also resulting in the brand being featured in publications such as GQ, Vogue, ELLE, and Marie Claire, which had never previously shown interest in portraying running as a stylish and sociable sport.

As part of the campaign, The Nike Free Showroom, featured in the video below, reached out to the Chinese contemporary art scene to give a new twist to product innovations.

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