Nike Channels Its Brand With New ‘Badge Of Honor’ Campaign In China

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By: Forbes

Nike is considered an "overused" example of good branding. But it's overused for a reason. The brand shows a consistency in attitude and message not only across multiple sports, but across the world. Recently the brand launched an effort in China called "Badge of Honor" and this effort is proof that those who think creatively on behalf of Nike are still utterly liberated by its nearly 30-year-old brand idea, "Just do it.

It's a service, it's a message, it's a medium.
In China, parents tend to be nervous about the possibility of their children getting hurt playing sports. Badge of Honor is a series of specially designed bandages available free after the purchase of Nike “Young Athletes” products. Four sets of fourteen bandages were designed for basketball, running, football and skateboarding. As you can see in the film, they were packaged in specially designed sleeves that unfold into comic strips telling fictional stories of young athletes who gave it their all, got hurt and then got back into the game.

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