Ace move: How Nike’s bet on Zheng Qinwen won marketing gold

Overview Nike’s 2024 Paris Olympics campaign featuring Chinese tennis sensation Zheng Qinwen has been near ubiquitous on social media feeds and outdoor screens across China since her debut at the Games, where she became the first Asian tennis player to take home an Olympic gold in singles. With a masterful sense of timing, Nike staggered the release of a series of slogans over the competition, conveyed via bold, minimalist posters that made a powerful impact. Messages like, “There’s only one souvenir I want from Paris,” and “Winning is always the answer,” captured the essence of Zheng’s fierce determination and Nike’s brand ethos. Netizens’ reaction When Zheng clinched the women’s singles gold medal, Nike’s celebratory post garnered over 142,000 views in 10 days. Her stellar performance didn’t just bring her glory on the court – it ignited Nike’s campaign, creating a wave of engagement and visibility across digital and physical channels. Chinese netizens praised Nike’s campaign, with many noting how the slogans resonated deeply. T-shirts emblazoned with these slogans quickly became highly sought after on social media, a testament to the campaign’s cultural impact. Verdict In the Chinese market, aligning with athletes is almost a prerequisite for brands aiming to stay relevant. Zheng emerged as this year’s unexpected star, defying expectations and bringing home Olympic gold. Brands that had the foresight to partner with her – like Balenciaga, Wilson, and Rolex – found themselves riding high on her success, with Nike standing out as the clear leader. Even before the Olympics, Nike had strategically positioned itself alongside Zheng, recognizing her potential early on. She’s not just the face of their campaign, but also a key figure in initiatives like the “Boundless Girls” program, a partnership between Nike and the China Foundation for Rural Development that empowers young girls through sports. Moreover, Zheng recently took part in Nike’s Athlete Imagined Revolution incubator, a cutting-edge collaboration where elite athletes work with designers to shape the future of Nike Air technology. Now, with Zheng’s star power soaring both within and beyond the tennis world, her influence has become a significant asset propeling Nike’s brand value. On platforms like Xiaohongshu, some users are even speculating that Zheng’s commercial appeal might soon surpass that of Eileen Gu, as Zheng’s story resonates more deeply with local audiences. As the buzz around Zheng continues to grow, the question is: which brand will be next to secure a partnership with this rising superstar?

Ace move: How Nike’s bet on Zheng Qinwen won marketing gold

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Published August 15, 2024

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Ace move: How Nike’s bet on Zheng Qinwen won marketing gold