Nike Design & Branding Badge of Honor by Wieden + Kennedy Shanghai

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Badge of Honor

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market China
Agency Wieden + Kennedy Shanghai
Executive Creative Director Ian Toombs
Creative Director Shaun Sundholm, Terence Leong
Art Director Max Pilwat, Timothy Cheng
Copywriter Wei Liu
Released June 2017


Direct Lotus Direct Campaign For Retention/Loyalty Bronze

Credits & Description

In China, parents want their kids to have fun playing sports but are nervous about the possibility of them getting hurt. So this Children's Day Nike is offering a symbol of their dedication to sport in China called the Nike "Badge of Honor.” The Badge of Honor is a series of specially designed bandages available free after the purchase of Nike "Young Athletes" products at selected Nike retail stores. 4 sets of 14 bandages were designed for basketball, running, football and skateboarding. They were packaged in specially designed sleeves that unfold into comic strips telling fictional stories of young athletes who played hard, fell down and then found the courage to get back up again. On the packages they included links to animated versions of the stories that featured Nike athlete cameos such as the nation's fastest sprinter Su Bingtian, the goalkeeper of the China Women's football team Zhao Lina, popular high jumper Zhang Guowei and veteran basketball player Yi Jianlian. Agency: Wieden & Kennedy Shanghai.
Media: Ambient
Category: Sportswear
Client: Nike
Agency: Wieden + Kennedy, Shanghai
Country: China
Executive Creative Director: Ian Toombs
Creative Director: Terence Leong

Executive Creative Director: Ian Toombs
Creative Directors: Terence Leong, Shaun Sundholm
Art Directors: Timothy Cheng, Max Pilwat
Copywriter: Liu Wei
Designers: Deer Sheng, John Yao
Executive Producer: Bernice Wong
Producer: Fang Yuan
Assistant Producer: Juni Zhu
Digital Producer: Angela Liu
Editor: Leon Yan
Head of Integrated Production: Jacob Lincoln
Senior Planner: Leon Lin
Account Manager: Chuck Xu
Account Executive: Xueer Ren
Business Director: Dino Xu
Project Manager: Nicole Bee
Business Affairs: Jessica Deng, Kathy Zha
Production Manager: Vic Zhang
Digital Imaging Artist: Changqing Lee
FA Artists: Austin Hu, Stone Xue
Published: June 2017