Running fans in China can replace isotonic drinks with a comforting broth thanks to Nike. The sports brand has created an ephemeral space in the Guangzhou region that offers traditional soup to sports lovers, as part of the company’s effort to connect with its target audience through hyper-localized experiences.
The soup includes traditional ingredients that promote recovery
The action consists of a soup stand located on Ersha Island, which is a privileged enclave for local runners, both due to its location and the environment it provides for running. In it, the brand serves classic preparations made, according to the portal Radiicombining herbs with ingredients such as dried mandarin peel, bitter melon, dates and pork ribs. It is a concoction designed to promote recovery after physical exercise.
The space, judging by the images shared by some users on social networks, has opted for a minimalist design. It consists of a series of stalls where soup is made, and some tables with red plastic stools. In addition, the decoration and elements such as the chopsticks or the spoon itself with which to enjoy the broth, are inspired by the visual identity of the brand and the slogan “Just Do It”.
However, in Chinese there is also a Cantonese colloquial expression that means “No effort goes unrewarded.” Thus, Nike connects the mentality of work and dedication that characterizes its brand with the emotionality linked to traditional soup, establishing a link with a culture that values authenticity and hard work.
The initiative is carried out within the framework of Nike’s collaboration with Olympic sprinter Su Bingtian, with whom it has been working for years to boost the penetration of its products in the Chinese market. However, on this occasion, instead of betting on a traditional advertising campaign to promote a product, the brand has opted for an experience imbued with relevance and local culture.
The action has also been worked on to captivate generation Z by making it “instagrammable”. The design of the elements adds to the product exhibition, since the stalls have also been accompanied by a small commercial space adorned with neon lights or a wall full of limited edition sneakers.
It has also offered branded soup kits, including a bowl, spoon and chopsticks.
Nike’s initiative involves a hyper-localized experiential marketing exercise, aimed at integrating the brand into the region’s daily life and local behaviors. Nike thereby transcends mere advertising and becomes part of the community, offering a useful, practical and recognizable experience.
The installation, according to some media reports, would be active until November 24.
