Nike brings back childhood romps in women's push

The shop will introduce a section called 'Nike Women', which will promote its new line of sports and casual wear and carry a notice board posting useful and relevant information for women.

The print campaign, created by Euro RSCG Partnership, encourages women to lead a more active lifestyle. One poster depicts a woman holding a jump rope posing in front of a black-and-white photograph of her jumping rope as a child. "We want women to remember that as a kid, you never wanted to sit still, hence as an adult you should still keep active," said Florance Yip, Nike's PR and advertising manager. Nike launched its first women's campaign last year.