Nike Women has launched a new integrated campaign in the Asia Pacific region. The campaign, called “Be Transformed,” was created in conjunction with digital agency AKQA San Francisco, Nike’s AOR for the Asia Pacific region.
The idea behind the creative is to celebrate the transformation that women go through after taking on an exercise regime.
The campaign illustrates the transformation stories of six female athletes through exercise including biker Sarah Walker from New Zealand, kickboxer Hannah Lo from Malaysia, and volleyball player Sonia Kong from Hong Kong. The manifesto of the campaign centers around lines such as, “Challenge me,” “My body is strong,” and “Because when I train, I am transformed.”
The campaign will run throughout Asia Pacific through mobile and a Web site, as well as in cinema theaters, TV, print, out-of-home and in-store. The campaign also features a building wrap of Beijing’s International Plaza.
Nikewomen.com lets users browse Nike products and features the Nike Zoom Sister One+ product. The site also profiles the featured athletes through video and blog content and allows girls to set individual training plans to help aide their personal transformation.