Nike is the biggest running brand in Japan but if you ask “real” runners, Asics is the best running brand. That has been the challenge for Nike in Japan for year and in 2007 we decided to change that. We lauched the Run Revolution campaign which was a platform to begin talking about Running differently – both internally and externally. It was a rallying cry to challenge conventional thinking but to also do the basics that were needed to win. The campaign launched around the idea of “the days of running along are over” and focused on NIKE+ the iPod running partner that combines music, time/distance and an online community to running. In addition to the core marketing communication tools, we placed an aggressive focus on product communication, digital communities, running events/trial and retail partnerships, clerk training and branding.
Agency Partner:
WK Tokyo, Lead Creative
