Nike eyes female market in S'pore

Nike has localised its global 'I Woman'platform via on-ground activities, local spokeswomen and integrated offerings. According to Beverly Wong, marketing manager of Nike Singapore, the Nike Women retail offering is particularly strong in Singapore. "Since 2003 onwards, we noticed women were becoming increasingly active in sports, so we intensified our efforts here," said Wong, "This year we've experienced a 50 per cent growth in the first half, year-on-year." "And we've noticed certain trends. For instance, there are more and more women running outdoors rather than in gyms." To leverage this finding, Nike sponsored the recent Shape Run last month, one of Singapore's first marathons for women only. "Response to this event was overwhelming," said Wong, "We had over five thousand registrants for only 2,500 spots." Nike has also developed a blog to collect 'iStories', or testimonies of challenges and insecurities that local women face. The iStories will be consolidated into a global portfolio. Furthermore the company has also selected six local female personalities, who imbue the 'I Woman' spirit, to act as spokeswomen. Globally, female sports figures such as Maria Sharapova and Hana Mayeda front the campaign. The 'I Woman' campaign was originally created by Wieden+Kennedy and adapted locally by Kinetic, Fallon and Just Web.

by | 08/09/2006

Nike has localised its global 'I Woman'platform via on-ground activities, local spokeswomen and integrated offerings.

According to Beverly Wong, marketing manager of Nike Singapore, the Nike Women retail offering is particularly strong in Singapore. "Since 2003 onwards, we noticed women were becoming increasingly active in sports, so we intensified our efforts here," said Wong, "This year we've experienced a 50 per cent growth in the first half, year-on-year."

"And we've noticed certain trends. For instance, there are more and more women running outdoors rather than in gyms."

To leverage this finding, Nike sponsored the recent Shape Run last month, one of Singapore's first marathons for women only.

"Response to this event was overwhelming," said Wong, "We had over five thousand registrants for only 2,500 spots."

Nike has also developed a blog to collect 'iStories', or testimonies of challenges and insecurities that local women face. The iStories will be consolidated into a global portfolio.

Furthermore the company has also selected six local female personalities, who imbue the 'I Woman' spirit, to act as spokeswomen. Globally, female sports figures such as Maria Sharapova and Hana Mayeda front the campaign.

The 'I Woman' campaign was originally created by Wieden+Kennedy and adapted locally by Kinetic, Fallon and Just Web.