Nike: Nike

Credits & Description:

Brand Nike Running / Nike React
Agency AKQA SHANGHAI

NIKE ROLE-PLAYING RUN
Every step you run, reveals the plot.

BRIEF / BACKGROUND
The sport of running in China is flatlining. Millions of teens joined the movement, but many feel it’s become routine. For the launch of Nike’s newest innovation – the fun, bouncy, energy-returning React sole, we needed to reinvigorate the sport for this new generation of Millennial runners.

INSIGHT / STRATEGY
Running isn’t easy. We listen to music and podcasts to distract ourselves from the routine monotony. But what if Nike reimagined the running experience and immersed runners in stories that unveiled with each step in your stride?

IDEA
Nike Role-Playing Run, a series of audio-guided run stories on QQ Music (China’s Social Music platform) that transports your run to distant jungles, alien invasions and symphonic streets. By combining the moving power of music, the theatrical drama of storytelling, and the motivation of coaching, RPR welcomes a new era of Nike Running in China.

EXECUTION
Three story run tracks guide our runners through their athletic journey. Designed with Nike coaches, each story arc follows the pacing of an authentic training session – starting with a warm-up, ramping you up to peak performance and sustaining the beat to keep you going. Original music scores were amplified with audio narrated storylines from musician Li Ronghao, rookie runner Liang Jinsheng, and star sprinter Ge Manqi. Finally, “binaural mixing” immersed you in spatial 3D environments, making it really feel like that dinosaur is trailing close behind you.

IDEA / EXECUTION EDIT
Nike Role-Playing Run, a series of audio-guided run stories on QQ Music (China’s Social Music platform) that transports your run to distant jungles, alien invasions and symphonic streets. By combining the moving power of music, the theatrical drama of storytelling, and the motivation of coaching, RPR welcomes a new era of Nike Running in China.

Three story run tracks guide our runners through their athletic journey, with “binaural mixing” that immerses you in spatial 3D environments. Designed with Nike coaches, athletes & a musician, each story arc follows the pacing of an authentic training session – starting with a warm-up, ramping you up to peak performance and sustaining the beat to keep you going.

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RUN STORY : TRACK 1
UNSTUCK YOUR CREATIVITY. CHOOSE GO.
Re-discover your love for the same old streets and see them in a new light, realizing that inspiration can be found around the corner with musician Li Ronghao.

RUN STORY : TRACK 2
GAME THE RUN. CHOOSE GO.
Realize how running itself can be as fun, immersive and liberating as a video game with rookie runner Liang Jinsheng.

RUN STORY : TRACK 3
EXCUSES, EXCUSES. CHOOSE GO.
Test your will power by running through mental distractions and imaginary obstacles with star sprinter Ge Manqi. Just go and don’t look back.

RESULTS

1.2M ENGAGEMENTS
+122%

611M Total Impressions
+112%

5.6M TOTAL CLICKS TO QQ AGR
+130%

+5% 5KM RUNNERS
+2% 10KM RUNNERS
Compared to 2017 100% 1Km Runners