Nike turns up heat for China marketBy Mike Savage

Senior executives from both Nike's and Wieden & Kennedy's China operations flew to Nike's global headquarters in the US following Wieden's victory in a five-way pitch that also included DMG, Nitro and Publicis. Wieden, Nike's closest creative partner which handles the sports brand in many parts of the world, had sent creative head John Jay to assist in the pitch, which assessed agencies on their understanding of both the Nike brand and the Chinese market, based on a campaign deploying Nike's 'Just do it' philosophy in China running for the first half of next year. Wieden was unable to comment at press time on the impact of the win on its office in Shanghai, which first opened for business last year and still has a relatively small head count. Nike said in an email it had sought a strong communications partner to produce work that captures its brand spirit and delivers it in a way that builds long-term bonds with Chinese consumers. "Nike believes that, with its knowledge of the local culture and solid experience with the Nike brand, Wieden & Kennedy China will help Nike China build stronger connections with the Chinese consumers," Nike said. The account move comes at a time when Nike is thought to be preparing to capitalise on the approach of the 2008 summer Olympics in Beijing, where arch-rival adidas is an official sponsor. The five pitching agencies presented ideas for a project featuring Liu Xiang, the 110-metre hurdler who became a national hero in China after taking Olympic gold in Athens last year. This year's monitored adspend on print and TV for Nike totalled just under Rmb 250 million (US$31 million) from January to September, according to Nielsen Media Research. Nike's consumer presence in China began in 1980 with its first sponsorship of Chinese basketball and track and field teams. Nike products were first sold in a state-owned Beijing Friendship store in 1982. sm