Nike targets Asian women

Created by digital marketing agency AKQA, the ‘Be transformed’ initiative focuses on the Nike Zoom Sister One+ footwear line, which incorporates Nike’s DiamondFLX and Flywire technologies. It consists of six live and animated videos, print work and a prominent 110-metre building wrap launching in Beijing’s International Plaza.

The campaign focuses on six women athletes in various disciplines from countries in the region, and shows how their training builds them up physically and personally. The campaign features Sonia Kong (beach volleyball) and Flora Hon (hip hop dance) from Hong Kong, Mel Lozano (ultimate Frisbee) from the Philippines and Hannah Lo (kick-boxing) from Malaysia, among others.

The campaign is also taken online where visitors can access the series of video spots and blogs. They can also look at the personal training plans of the featured athletes.