Nike takes 'Courage' global

Shanghai - Nike makes a bold move in its ad campaign with the Olympic-themed TVC "Courage", which celebrates the 20th anniversary of its iconic "Just Do It" brand.   

An explosion of Nike's advertising campaigns has hit China and across the globe this month, with a brand new TVC slugged "Courage" to celebrate the 20^th anniversary of its brand statement "Just Do It," and the launch of the "Human Race" event.

Launching this week in China and across the globe, the campaign handled by Wieden+Kennedy Portland features the "Just Do It" moments of 31 athletes such as Michael Jordan, Cristiano Ronaldo, Roger Federer, Maria Sharapova, Liu Xiang and Kobe Bryant, played to The Killers track "All These Things That I've Done".

Nike also invests in an interactive platform, creating a channel that allows consumers to explore the "Just Do It" moments and post feedback.

Joaquin Hidalgo, Nike VP of global brand marketing, said the commercial celebrates courage as the essence of the "Just Do It" spirit."The fast paced outtakes take viewers on an inspiring journey highlighting obstacles athletes at every level must face and overcome."

Nike is also organizing the "Human Race", which is being managed by Weber Shandwick China. Nike's first running event, which will take place on 31 August, has already attracted more than 10,000 runners in China.

MindShare is responsible for media buying for both campaigns.

Nike reported a 14% increase in revenue for May 2008. It expects to sell a total of $9 billion athletic footwear and apparel from June to November this year.