Is there a fly in Nike’s China soup?
Nike’s recent soup pop-up in Guangzhou, highlighting Olympic sprinter Su Bingtian has garnered massive attention.
But, Im a bit torn about whether I like the direction for Nike!?!
On one hand, I appreciate the craft...
The concept is fun, deeply localised, and cleverly aligned with Su’s own interests. The copywriting is tight, culturally fluent, and emotionally resonant — exactly what big-brand storytelling should look like in China. And, at a time of uncertainty and stress, food sits firmly at the emotional center for people - it’s a warm, comforting message during a time of stress.
But on the other hand...
It just doesnt feel like Nike to me. The branding is there, down to the ‘swoosh spoon’ BUT it doesnt have the inspired, edginess and mystique of Nike. The work is creative, yes, but perhaps a little too comfortable, too eager to please.
Its a strong activation with thoughtful cultural depth.
How does Nike want to show up in this next era of sport culture in China?
Adidas has done very well over the past 1-2 years in reviving its growth in China, with smart, localized activations done at a community-level. Adidas has a FORMULA that mixes hero-level products with activations that have local/street flair/fun. They have found a good balance between performance, fashion and culture.
Nike feels like its still in search of the right formula.