Kid Athletes Are Anything but Fragile in This Upbeat Anthem From Nike China

A clear message for overprotective adults

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

To hear the team at Nike China describe it, the country’s attitude towards children can be woefully coddling. But the young stars in Nike Shanghai’s latest campaign, created by R/GA Shanghai, are not playing around.

“You think we’re just kids,” opens the voice-over in the centerpiece anthem, as a series of kid athletes stare purposefully at the camera. “That we need to be protected.”

The 1:00 launches into an increasingly defiant montage, as a runner, boxer, footballer and basketball player—all aged 10-13 years old and real-life athletes—seek to show all the condescending adults in their lives just how tough they really are.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in