This activation in Beijing’s Sanlitun feels a lot more like Nike....
Last week I wrote about how Nike’s ‘soup pop-up’ in Guangzhou, while being a fun/creative experiment in localization ...probably wasn’t NIKE enough.
The last few years have been challenging for Nike in China:
- Nike sales are down (ecommerce GMV slipped 14% between 2024 and ’25)
- Adidas is up 21% during the same timeframe
- Fashion trends have shifted toward outdoor/athleisure
It has left Nike is searching for THE right formula to support a China rebound.
***
This activation from November, feels like its on the right path for Nike:
- Its got a recognizable Nike cool factor
- Pushes the brand closer to the outdoor/athleisure space (Therma-FIT puffers)
- K-pop and local sports figures add cultural texture
I have endless debates with my friends about whether Nike or Adidas is better, so, as a Nike fan, Im happy to see them making some positive noise.