Wednesday, November 9, 2011

Nike’s ‘Lunar Runs’ Encourage Chinese to Run at Night

PumaPulse Curated By ZenithOptimedia, The ROI Agency Find out more at

Nike has rolled out a new ad campaign in China that  calls on people to run, even at night. Nikes effort to challenge Chinese, especially from big cities, to put on running shoes is reinforced with a new web video featuring runners who talk about why they run. A highlight of the video is the story of Salad, a stressed-out 25-year-old office worker who lives in noisy Shanghai and decides to run at night.  

The video asks people to submit their own reasons, says Ad Age. Runners submitted their stories to Nike’s microblog account on the Sina Weibo platform, and the AKQA, the agency behind the campaign created a collection of professional videos based on the best entries.

The idea behind the campaign is to show running not as a painful and poor initiative but to demonstrate its cheerful and dynamical nature.

“We wanted to make sure it wasn’t necessarily Nike telling [consumers] why running is good, so the whole entry point with the communication is really leveraging stories of the few runners who are out there,” said Johan Vakidis, exec creative director at AKQA in Shanghai.

As part of the campaign, Nike hosted ‘Lunar Runs’ in Beijing, Shanghai, Guangzhou and Wuhan. The nighttime events featured fitness instructors, live music and a few celebrities, to remind college students and young professionals that running is a fun activity that can be done at night, after classes or work. The event also promotes Nike’s Lunar Glide running shoe. The ‘Lunar Glide’ campaign also goes on in the USA calling on Americans to ‘never stop running’. The maximalistic slogan coincides with another Nike’s current campaign ‘Basketball never stops’.

The campaign seems to raise interest in running among young Nike’s audience as Nike engaged with more than 35,000 potential runners during its Lunar Runs and during a four-day Festival of Sports event in Shanghai.


Monday, November 7, 2011

Adidas : To Install The World’s First Virtual Footwear Wall At Flagship London Store

PumaPulse Curated By ZenithOptimedia, The ROI Agency Find out more at

To mark the release of the incredible adiZero F50 miCoach football boots, adidas are installing the world’s first Virtual Footwear Wall in their flagship store on London’s Oxford Street.

One of the great innovations in football boot technology, the miCoach was unveiled in September and in keeping with their technological advances, adidas are set to launch the world’s first Virtual Footwear Wall.

The VFW uses state of the art touch-screen and precision real-time 3D rendered products allowing customers to select footwear on a virtual shelf, pre-ordering in a fully immersive experience. The wall is fully interactive allowing you to rotate the football boot to look at the product from multiple angles, zoom in to see the finest detail and get additional product information as well as watching supporting video material.

The new adidas adiZero F50 miCoach football boot, which will feature on the VFW, is another technological breakthrough from the leading sports brand. The boot is equipped with an in-built miCoach chip enabling both professional and amateur footballers to analyse their speed, distance and work rate during a game.

The VFW is now available for customers to use from today in adidas’ flagship London store at 415-419 Oxford Street, where they can pre-order the hugely anticipated F50 adiZero football boot featuring miCoach, as worn by Lionel Messi.

Shoppers can complete their pre-order registration of the new boots by using a tablet manned by a sales assistant, arranging delivery to their home, or picking up their chosen product at the checkout at launch on November 14.

The first 250 customers who pre-order in store using the Virtual Footwear Wall from today October will:
Get £25 off the retail price of the F50 with miCoach bundle (£200 instead of £225), receive an exclusive invitation to a private event for the customer and a friend to pick up their new boots and meet a Premiership footballer, receive a free, limited edition ‘glowing F50 boot with miCoach’ memento, have the chance to win an iPhone 4S, iPhone 4 or an iPod Touch

Source :