CONNECTIONS: Nike steps up event marketing drive in HK

In its third year, the Health & Fitness Connection is one of eight events the sports apparel label organises in a year as part of its drive to bring the brand to life to different market segments, including male and teen consumers.

Advertising to recruit participants for the March 3 event broke in mid-January in newspapers, magazines and on Nike's website, according to advertising and PR manager Florance Yip. "We are hoping not just to continue our dialogue with women, but really be a catalyst to help them realise their inner strength and confidence,

Yip said.

Advertising for Connection's recruitment drive, developed by J. Walter Thompson, broke at the same time as the third phase of Nike's regional 'Women's point of view' campaign.

According to Yip, the recruitment advertising retains the feel of Wieden Kennedy's 'point of view' campaign, which has been running in Singapore, Hong Kong and Taiwan.

The third phase - 'No one is making you sit still anymore' - features a powerful-looking woman with a stretch band and is a call to physical action.

It seeks to counter the conditioning girls receive from teachers, parents and grandparents telling them to be quiet and still.