BRIEF

The sport of running in China is flatlining. Millions of teens joined the movement, but many feel it’s become routine. Some continue to have excuses, others have just fallen our of love from the once fashionable trend of running, others would prefer to stay home and game. For the launch of Nike’s newest innovation – the fun, bouncy, energy-returning React sole, we needed to reinvigorate the sport for this new generation of Millennial runners.

Nike Role-Playing Run, a series of audio-guided run stories on QQ Music (China’s Social Music platform) that transports your run to distant jungles, alien invasions and symphonic streets. By combining the moving power of music, the theatrical drama of storytelling, and the motivation of coaching, RPR welcomes a new era of Nike Running in China.

Three story run tracks guide our runners through their athletic journey, with “binaural mixing” that immerses you in spatial 3D environments. Designed with Nike coaches, athletes & a musician, each story arc follows the pacing of an authentic training session – starting with a warm-up, ramping you up to peak performance and sustaining the beat to keep you going.

RUN TRACK EPISODE 3 : EXCUSES, EXCUSES. CHOOSE GO.

Run with star sprinter Ge Manqi to test your will power by running through distractions. Just go and don’t look back.

Three story run tracks guide our runners through their athletic journey. Designed with Nike coaches, each story arc follows the pacing of an authentic training session – starting with a warm-up, ramping you up to peak performance and sustaining the beat to keep you going. Original music scores were amplified with audio narrated storylines from musician Li Ronghao, rookie runner Liang Jinsheng, and star sprinter Ge Manqi. Finally, “binaural mixing” immersed you in spatial 3D environments, making it really feel like that dinosaur is trailing close behind you.

At the end of the campaign period, your run training culminated into the Nike Music Run / QQ Music festival.

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MEDIA

+ “CHOOSE GO” Audio Podcast / Playlist on QQ Music

+ QQ Music media push (2X) open ad / header ad

+ WeChat Posts (3X)

+ Weibo Push (6X) to NRC audio guides - 3 athletes + 3 coach guides