Work

Nike: Greatness Is In Everyone

SportsShanghai

Combatting the fear of failure and showing Chinese youth that greatness is within their reach.

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We set up a 24-hour social media command center to monitor and react in real-time to game moments with our point of view, even before the news could respond. While the media only focused on gold, Nike celebrated everyone for all 17 days—the golds, silvers, bronzes and even those who came in sixth—on Sina Weibo.

Nike’s definition of greatness affected culture and people started to make it their own. It became a culture phenomenon. "Find Your greatness" was the most talked about social media campaign China has ever seen. While all the numbers and accolades were nice, the real success was challenging the way this young Chinese generation perceived greatness, and showing them that it is within their reach.