Nike Singapore

ความท้าทาย

From football and running to lifestyle activations, Nike wanted to energise consumers and athletes in Singapore and across Southeast Asia. Two briefs stood out. The national football team had lost young fan support, and the WE RUN SG 10K was seen as too expensive, with runners questioning what the registration fee actually bought them.

แนวทาง

In both cases the answer was content made from the inside. For the AFF Suzuki Cup we embedded two young fans of the team with the Lions across the region so supporters saw the training, the dressing room and the game through the eyes of someone like them. For WE RUN SG we documented the entire race experience first-hand, so the value of the run was shown rather than argued.

การดำเนินการ

• 01AFF Suzuki Cup: two young fans travelled with the Lions to Singapore, Kuala Lumpur and Bangkok, sharing training, dressing-room and match-day content on Nike Football Singapore
• 02Fan questions collected on Facebook and put directly to the players
• 03WE RUN SG: GoPro-mounted first-person race documentation from registration to finish line
• 04Run The Torch, a camera passed through 14 cities to capture each race experience
• 05Nike influencer selected to carry the story, with content seeded across social and mainstream media

ผลลัพธ์

Fan support for the national team reached its highest level in years, helped along by Singapore winning the cup, and the race content reframed WE RUN SG as an experience rather than an entry fee.