Nike eyes youth appeal

SHANGHAI Nike China has kicked off a two-month campaign aimed at strengthening the bond between the nation's top athletes and its youth.

Falling under Nike's familiar 'just do it' banner, the push has been timed to coincide with the 2006 Asian Games in Doha during the first two weeks of December. Spearheaded by TV, the integrated drive also includes a hefty portion of online and outdoor.

Creatively, it aims to reduce the gap between China's top sporting stars like Liu Xiang, and young Chinese. According to Wieden & Kennedy China chiefs, the strategy leverages the notion that very little separates the two groups in terms of age difference and attitude.

"We really wanted to show how these athletes are part of the young generation in China, who see sport as something that is fun and expressive. That's part of the 'just do it' message," said Frank Hahn, Wieden & Kennedy China creative director.

A key part of the strategy is a new online platform developed for the campaign, which features stories and interviews from the athletes themselves, their friends, coaches and neighbours. Young consumers can also upload pictures of themselves to the site.

"We created a centre from which all communications can lead into or extend from," said Kel Hook, managing director, Wieden & Kennedy. "It gives you a deeper understanding of who the athletes are and their characteristics."

The outdoor component, developed in conjunction with MindShare and Portland, has transformed Guangzhou's university station into a Nike-themed world, in a bid to tap into a late teens and early 20s demographic.

The campaign is expected to run until February.