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| Nike Targeting Chinese youth culture |
This Nike advertisement
targets the Chinese youth, with Kungfu hip-hop culture. It was published in May
2007, as a flash digital print advertisement. The ad is apart of an older
campaign that gives insight into Chinese youth culture. It focuses on a
3-on-3-basketball tournament that is centered on the 9 gates of “Old” Beijing.
Nike draws a connection to the Chinese by capturing the spirit of their culture. Nike is recreating the feeling of ancient turf wars through this ad. The practice of turf warfare goes back to 15th century B.C. tussle between a pharaoh, who wanted to commit to sun worship, and a high priest, who claimed Egyptian pantheon of gods was the only way. In the Chinese culture, turf wars, ultimately, go back to protecting one’s homeland from others wanting to invade.
Thus, protecting the Great Wall of China. Nike tried to connect with the youth to motivate them to buy their products.
Nike’s global presence is so
prominent that they must reach out to all ethnic groups and make them believe
that this great company represents them, as well. When people feel accepted,
they are more likely to buy from the company and be a lifelong customer. Nike draws a connection to the Chinese by capturing the spirit of their culture. Nike is recreating the feeling of ancient turf wars through this ad. The practice of turf warfare goes back to 15th century B.C. tussle between a pharaoh, who wanted to commit to sun worship, and a high priest, who claimed Egyptian pantheon of gods was the only way. In the Chinese culture, turf wars, ultimately, go back to protecting one’s homeland from others wanting to invade.
Thus, protecting the Great Wall of China. Nike tried to connect with the youth to motivate them to buy their products.
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