Tag: Nike

Singapore – Global footwear company and toy company The LEGO Group have signed a multi-year partnership as its aims to bring to life the many ways sport and creative play can help all kids be the best versions of themselves.

Through this global partnership, families around the globe could see a series of co-branded products, content and experiences beginning next year that combine the imaginative power of LEGO bricks with Nike’s ‘Just Do It’ spirit to invite all kids into play and sport.

Moreover, the partnership reflects Nike and the LEGO Group’s shared commitment to put creativity, fun, sport and imagination back into play, and inspire, engage and empower kids around the world.

To mark the announcement of their partnership, Nike and the LEGO Group curated a special digital animation to spark the excitement and curiosity of kids, families and adults everywhere. It brings to life how sport and creative play will come together and leverage iconic elements from both brands.

At the centre is a specially created LEGO Minifigure head with the Nike Swoosh as the smile, symbolising the unique power of both brands through sport and creativity. This is surrounded by sport references and individual icons from both brands, such as the orange Nike shoebox; the waffle outsole and Nike Air technologies; and the LEGO brick, Minifigure, castle and studs. 

Also included are shared icons such as the duck, the LEGO Group’s first product and a symbol synonymous with Oregon, Nike’s birthplace; the Pegasus horse, a reference to an iconic Nike footwear innovation; and of course the G.O.A.T., a nod to some of the greatest athletes in Nike’s portfolio.

Alero Akuya, vice president of brand development at The LEGO Group, said, “At the LEGO Group, we believe in the power of play to inspire and develop the builders of tomorrow. By combining the creativity of LEGO play with the energy and passion of sport we want to inspire new ways for kids to play and be creative. We are excited to partner with Nike on this journey and help reimagine how creative play and sport can unite. Together, we will create unique experiences that will engage and excite kids around the world, inspiring them to explore their imaginations.” 

Meanwhile, Cal Dowers, vice president for global kids at Nike, commented, “At Nike, we believe in the power of sport to move the world forward, and that starts with kids. We’re committed to creating a more accessible and inclusive future that inspires kids of all ages and abilities to be more active. Together, with the LEGO Group, we’re excited to invite all kids into a new vision of sport and creative play.”

Tokyo, Japan – Global footwear brand Nike in Japan has launched a new campaign which is aimed at inviting Gen Z in Japan to escape the pressures of perfection and express the power of sport.

Conceptualised alongside creative agency W+K Tokyo, the local campaign is part of Nike’s global Reimagine Victory campaign.

As a part of its global campaign that reimagines the future of sport, Nike has singled out the pressure to be perfect as a key barrier Gen Z faces in Japan. Rather than depict elite-level athletes dominating flawlessly, Nike has built a story around a relatable Gen Z protagonist. 

The anthem film follows a protagonist, Aika, who is facing self-imposed pressures to get good grades, find a solid job and compare herself to her peers on social media. Unexpectedly, Aika witnesses the pressures of perfection on Japanese women from different time periods in the past. With each visit, she realizes she is not alone in feeling these pressures and gains confidence through sport to push through and unlock her authentic self. 

As the film gains momentum, Nike athletes and catalysts such as skaters Yurin Fujii & Ginwoo Onodera and breaker Ami Yuasa appear as today’s expression of sport, adding even more inspiration along her journey. 

The film culminates with the protagonist receiving the support of generations of Japanese women before her and taking these learnings and confidence into living her life the way she wants to, unapologetically.

“To establish this world, we turned to director Georgia Hudson to bring a unique and poetic story to life. The film alternates between metaphorical sequences depicting the pressures of perfection in the past, contrasted with modern-day, relatable Gen Z pressures. Sport is positioned as the shortcut to reimagining those pressures, releasing the tension, and confidently finding the most authentic version of yourself,” the agency said in a press statement.

Hong Kong – Global retailing company GMG has announced the opening of a new Nike concept store in Hong Kong, located in the East Point City shopping mall in the Hang Tau district.

The new concept store represents GMG’s latest strategic investment in Asia, tapping into a huge potential market and leveraging the rising personal well-being trend in the region. The store boasts over 2,171 square feet and offers sports apparel for both men and women in categories including running, training and basketball. 

GMG first entered the Asian market in 2020 through the acquisition of Royal Sporting House, a multi-sports retailer. Keeping up with the momentum, it recently acquired Nike retail stores from SUTL Corporation, expanding its presence in Singapore and Malaysia, while further solidifying its position in Asia. 

To date, GMG has over 25 Nike stores in Asia and with the opening of the East Point City shopping mall, 11 Nike stores in Hong Kong alone.

Mohammad A. Baker, deputy chairman and CEO of GMG, commented, “Asia is propelling the retail industry forward, generating a substantial portion of global growth in the sector and offering immense potential and expansion opportunities for GMG.” 

He added, “The opening of our new Nike store in a key market such as Hong Kong, the first in two years, further signifies the recovery of a post-pandemic economy while allowing us to strengthen our physical retail presence in Asia, and empower even more people to embrace an active and healthy lifestyle.”

United Kingdom – Podcast ‘The Diary Of A CEO’ hosted by British entrepreneur and TV personality Steven Bartlett features Greg Hoffman, former chief marketing officer at Nike, and author of Emotion By Design in an interview to share his journey and expertise in the industry. 

In an interview with Bartlett, Hoffman shares his story of having experienced racial abuse in kindergarten, finding out who his real family were only 18 months ago, and scaling the ladder at Nike leading its global marketing for almost 30 years. 

Hoffman also shares how to be a devoted leader, and how to deal with the stresses of high-level executive roles, because when it’s your job to find ways to connect ideas with other people, you first have to connect those ideas to yourself. 

On the success of Nike, Greg Hoffman, ex-CMO at Nike, said, “The best marketing teams are able to get under the surface of a human being, and find the deeper truth. And they reveal it through storytelling. See what others see, find what others don’t.”

According to Hoffman, Nike was really the only brand that was putting people of colour in their communication. He also advised entrepreneurs to really build their brand elements. Hoffman also shares his mantra, “Your authenticity is your cultural currency. The minute your audience can no longer see your original pursuit, they partner with someone else.” 

Meanwhile, Steven Bartlett, entrepreneur and host of The Diary Of A CEO, said, “If you work in marketing, own a business, work with brands or are building your own brand this is a must watch. The knowledge, wisdom and experience Greg has to share is so unique and so beneficial to all. For me there was one particular analogy that I can’t stop thinking about. Trust me when I say you’re going to want to grab a pen and paper for this one.”

The Diary Of A CEO is an unfiltered journey into the remarkable stories of the people that have defined culture, achieved greatness and created stories worth studying. Steven sits down with some of the world’s most influential people, experts and thinkers and embarks on a curiosity driven journey to discover untold truths, unlearned lessons and important insights that will make his, and the audiences’ lives more enjoyable, more successful and more fulfilled.

Hong Kong – In its continuing bid to stay true to its promise of being a sustainable brand, the Hong Kong branch of global footwear brand Nike has unveiled its very first Nike Grand Court, which was made using around 20,000 used pairs of sneakers, which are recycled for this very purpose.

Located at the Kwai Chung residential neighborhood, the court, which is named the ‘Shek Lei Grind Court’, is made from Nike Grind materials, which are palettes of recycled and regenerated materials composed of plastic, rubber, foam, fiber, leather, textile and much more.

Nike’s purpose is to redefine human potential, and that’s what drives us to partner with those who have the same goal to make the world a better place. With a shared sustainable vision, renowned illustrator and toy designer James Jarvis has been invited to create colorful visuals on the courts’ Nike Grind surface. James Jarvis will be illustrating his signature sphere characters playing basketball on the courts, expanding his artistic expression to a new dimension.

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Said initiative initially came to life in 1992 during a grassroots initiative to repurpose old shoes. Over the decades, it has developed into a global sustainability program that has and will continue to positively change the landfill landscapes forever.

“This local sustainable art project not only marks a new exploration for Nike Grind but also embraces all of Nike’s core values. By transforming and giving second life to this parent-child court, Nike will engage and link the community through sport activities and inspire people to unleash their fullest potential through sport. Shek Lei Grind Court provides the platform to Make Sport a Daily Habit while soaking up the storytelling creative vibe, making it an energetic emotional experience that will stretch beyond limits,” the company said in a press statement.

The newly-launched court will also help to foster physical activity among the children in the neighborhood, as most of them may have limited access to healthy sporty lifestyle as there is little leisure area and living space is extremely packed. The newly designed side-by-side kids and standard basketball court will serve and provide an accessible sports community hub for the less privileged kids and families.

The Nike Grind project launched in Hong Kong mirrors the company’s sentiment in modern times to become more sustainable, as their mantra ‘Move To Zero’ shows, with initiatives ranging from creating their latest apparel from at least 50% recycled Nike materials, releasing studies and insights about climate change and the circular economy, as well as initiating discussions, such as with popular pop singer Billie Eilish and marine biologist Elizabeth Johnson on speaking up about climate change.

Singapore – Southeast Asia fans of global sports apparel brand Nike has now more ways to avail of its products with its new flagship store in eCommerce platform Lazada.  

With the new store in LazMall, Lazada’s in-app ‘mall,’ Nike is able to directly retail to consumers across five countries – Indonesia, Malaysia, the Philippines, Singapore, and Thailand.

According to Ken Yamada, GM of Nike direct digital commerce in Southeast Asia and India, the flagship store will be complimenting Nike.com and its existing strategic partnerships to enrich its offerings and choices for consumers within the Nike digital ecosystem.

“This venture enables us to consistently offer product accessibility, enjoyable shopping experiences, and a wide variety of innovation and design to our regional consumers in line with our digital growth,” said Yamada.

The initial phase will give consumers access to a wide variety of Nike products online – from footwear to apparel and equipment for men, women, and kids. The assortment will continue to evolve to cater to the unique tastes and needs of consumers in each market.

“Lazada is proud to serve as Nike’s online retail partner for Southeast Asia. Consumers across Southeast Asia will be delighted to have first-hand access to a wide assortment of Nike’s world-renowned designs, especially in the upcoming 11.11 shopping festival,” said Jessica Liu, co-president and regional head of commercial at Lazada Group.

The new collaboration between Nike and Lazada has kicked off in the Philippines, Indonesia, Malaysia, and Singapore, and will be made available in Thailand soon.