Since when did sport become a trend? Some are happy finishing one run or simply satisfied dressing up for the gym without breaking a sweat. Nike wanted to convert casual athletes to be more dedicated by encouraging and building frequency, forming sports into a habit to reveal the true sports culture of Shanghai – There Is No Done. In this city, enough is never enough – there’s no high enough, no far enough, no strong enough. Every second, a new record is broken and set. No one says “I’m done”.

To get Shanghai moving like never before, Nike hijacked SH Marathon 2018 to launch SH City Attack “Never Enough”, an integrated offense centered around a digital activation that motivated athletes to become more dedicated and form sport into a habit. The online-to-offline experience came to life through a 24hr H5 mobile site – The “Shanghai Never Done Shop” – a 360º retail space that linked mobile challenges with real-world rewards, allowing you to purchase Nike products, services, and experiences using your “sweat as currency” a.k.a. “Sweat Coins”, powered by your real-time Nike+ data.

The Shanghai Never Done Shop led athletes to on-ground 'challenge' events, sports camps, training clinics, run routes and festivals across town. Play for Kyrie 5’s at the Baller shop, workout for 21 days to earn your spot at the Nike Super Workshop, or qualify to run your next marathon if you missed SHM'18 at the Running shop.

China is the ‘mobile-first’ capital. Life happens on your smartphone - from e-payments to dating to booking a doctor, WeChat mediates most aspects of your life. What if Nike inspired you to move more and go beyond using your mobile to quantify how many kilometers you've taken? What if we took it a step further and enabled athletes to shop and pay for things using your very own “sweat as currency” in a 24/7 mobile e-commerce shop?

THE STRATEGY

To inspire China’s mobile-first athletes to move and keep on moving, we came up with the creative strategy of “Do Sport, to Earn More Sport using Sweat as Currency”. In other words... work out to unlock and redeem more sport with your hard-earned sweat.

SWEATCOINS : SWEAT AS CURRENCY

We created a first-of-its-kind shop that lets you buy items by “earning” them through your sweat and performance data. So the more you move, the closer you get to buy your desired product, service, and/or experience.

To inspire China’s mobile-first athletes to move and keep moving, we created “Shanghai Never Done Shop”, an H5 mobile e-commerce site that enabled them to buy products, services, and experiences using hard-earned sweat as currency, powered by your real-time Nike+ performance data. The online-to-offline e-shop linked mobile challenges with real-world products and rewards, evolving sport from a trend to hobby and into habit, revealing the true sports culture of Shanghai – There Is No Done.

SH Never Done Shop enabled you to purchase through immersive 360º retail shops on mobile – workout for 21 days to earn your spot at the Nike Super Workshop, see creative talks and workshops at the NSW shop or qualify to run your next marathon if you missed SHM’18 at the Running shop.

Nike+ tracks your performance, calculating and tabulating your data, alerting you when you’ve achieved your “unlock”. NRC tracks miles ran, NTC counts workouts completed, a partnership with Joyway enables us to track which basketball courts or football pitch you checked-in at and for how long. All you need to do is run, train, move, skate and ball.

The H5 led to Huaihai Flagship store, our physical hub for athletes to participate/redeem unlocks.

RESULTS

+40M TOTAL CAMPAIGN IMPRESSIONS

66% NIKE WECHAT FOLLOWER INCREASE [20.3K]

+14X 1.7M H5 USER VISITS UP FROM 2017

+49% NEW NIKE+ MEMBER [7.9K] VIA H5 BINDING

PERFORMANCE STATS

10.8K NIKE+ MEMBERS SERVED CHALLENGE SIGN-UPS

842 INCENTIVES UNLOCKED [24 PRODUCTS]

5.4 CTR WECHAT MINI APP, 3X BENCHMARK OF 1.6%

+77% WEIBO READERSHIP, UP FROM 2017

15.7K TTL NIKE+ RUN CLUB KILOMETERS RAN

750 KCAL TTL NIKE+ TRAINING CLUB CALORIES BURNED

1,248 HRS TTL BASKETBALL HOURS PLAYED