Nike has launched a new Just Do It campaign for Taiwan via W+K Shanghai centered around the theme of I Can Change Sport. The goal of the work is to re-affirm the power and emotion of sport with Taiwanese youth as a number of factors have caused it to begin to lose relevancy in their lives.
With this being the first original brand campaign for Nike Taiwan in over 6 years, Nike’s looking to make a bold statement that will re-ignite the fire for sport in youth across Taiwan.
“Through the work, we’re looking to tap into the hearts of Taiwanese youth by fueling the existing passion for sport that’s inside them, and using the power of “Just Do It” to be the force to help do so”, says Jarrett Dube, Nike Account Director at W+K Shanghai.
The campaign features young Taiwanese athletes who are actual “changemakers” in their respective sports and are prime examples of individuals that embody all the characteristics that define what Just Do It represents.
The new campaign includes TVC, Cinema, Print, OOH and is also supported via guerrilla, digital, PR and retail efforts. In the middle of March, the TVC first aired in a live Major League Baseball game broadcasted in Taiwan along with a website soft launch, with all efforts leading up to the main launch on April 1st.