"Women active in fitness or sports are more confident, they know what they want, and they're in control, said Jennifer Tang, director of Ogilvy & Mather Taiwan.
"They see their gender as a strength, not a weakness. This is the attitude we deliver in this campaign."
In the first phase of the promotion, launched last April, O&M printed 400,000 copies of a 26-page diary of an unnamed fictional character.
"We used her story to communicate her inner strength and Nike's values," said Tang.
"We want (readers) to feel inspired and to consider taking up fitness and sports."
The diary was distributed through leading health clubs, where existing members found copies in their lockers, while new members received theirs when signing up.
Other vehicles included a 'women's fitness' book fair and giveaways for purchases of more than NT$100 at Idee's Department Store.
Tang said the agency was monitoring response through various channels.
"What we are hearing back is that there are lots of unsolicited requests for the diary, she said.
"And women say they are more interested in fitness after receiving the information."
She added that was essentially the goal of the campaign - to forge a long-term relationship between consumers and Nike through the exercise.
The second phase of the campaign sees O&M switching from a diary to a notebook format.
"In this one, the user can record personal fitness data, said Tang, "and coupons are another new feature."
"There will be coupons for one-day free trials at the gyms and other joint promotions."
The notebook will become available early next month.
Tang said the campaign would be redesigned on a quarterly basis. Key people on the project were Tang, and O&M Taiwan creative director, Juilanne Wu. Under them were account manager Wednesday Chi, art director Kit Koh and copywriter Ariel Chen.
The 2002 New Woman Campaign is one of several campaigns being conducted by Nike Taiwan. One is aimed at young males, with high school basketball, running and baseball being the main theme.