Nike’s “The Next Wave” campaign, launched in China in 2016 and developed by Wieden + Kennedy Shanghai, reinforces the brand’s enduring proposition of inspiring athletic ambition and personal progression. Positioned within the sports and fitness market, the campaign exemplifies Nike’s core promise: empowering individuals to embrace challenge and excel through relentless performance. The film medium enables a dynamic portrayal of athletes pushing boundaries, aligning with Nike’s identity as a facilitator of human potential in both fashion and sport.
Strategically, the campaign leverages the insight that Chinese consumers, especially the younger demographic, are increasingly motivated by narratives of self-improvement and the pursuit of new personal frontiers in a rapidly evolving cultural context. “The Next Wave” taps into the aspiration of this audience to be part of a transformative movement, symbolizing not just physical performance but an emblematic progression toward modernity and innovation in sport. By addressing a market at the intersection of tradition and modernization, Nike frames its products as essential tools for navigating and excelling in this new era. The creative angle, underscored by the iconic “Just Do It” ethos, positions the brand not simply as a sportswear provider but as a catalyst for individual and collective advancement, resonating with consumers seeking authenticity and motivation amid China’s dynamic social landscape.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This Nike campaign, titled “The Next Wave,” sits within the Sports/Fitness market and is produced by Wieden+Kennedy for the iconic "Just Do It" platform. Given the performance genre, the film likely features aspirational athletes or relatable sports enthusiasts—Chinese youth embodying Nike’s active, ambitious spirit—to inspire viewers through their actions rather than a linear story or explicit demonstration. There is no evidence of a strong narrative arc, celebrity testimonial, or product comparison; rather, the focus is on projecting the desired user identity and linking Nike’s brand to a new, empowered generation of athletes in China. This fits best with Associated User Imagery, as inspired individuals or teams represent the audience’s aspirations.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Adidas – Market Positioning
Adidas emphasizes innovation and style fusion, blending high-performance athletic gear with streetwear culture. Their focus on sustainable products and collaborations with designers and celebrities appeals to fashion-conscious, socially aware consumers seeking both function and trendiness in sportswear.
2. Under Armour – Market Positioning
Under Armour positions itself as a performance-driven brand focusing on cutting-edge athletic technology and apparel that enhances training and competition. It targets serious athletes with an emphasis on durability, moisture-wicking fabrics, and apparel designed to boost athletic performance.
3. Puma – Market Positioning
Puma merges sports performance with lifestyle appeal, leveraging bold, youthful designs and partnerships with pop culture icons. It targets consumers who want versatile sportswear that performs athletically but also serves as a fashion statement.
4. Li-Ning – Market Positioning
Li-Ning is a leading Chinese sportswear brand that balances advanced sports technology with deep-rooted cultural relevance. It appeals to local consumers through innovative designs inspired by Chinese aesthetics and invests heavily in endorsements from national athletes to foster domestic loyalty.
5. Anta – Market Positioning
Anta focuses on affordable, durable sportswear with strong local market penetration in China. It leverages strategic sponsorships of prominent sports events and athletes to build credibility, emphasizing value-for-money while steadily improving design and performance credentials.
Q: What is The Next Wave about?
A: The Next Wave is a professional campaign launched by Nike in China in 2016, created by the renowned agency Wieden + Kennedy Shanghai. Positioned at the intersection of fashion and sports, the campaign leverages a dynamic film to reinforce Nike’s commitment to inspiring athletic excellence and innovation. The central creative idea is to motivate and energize a new generation of Chinese athletes and fashion-forward consumers, encapsulating the brand’s iconic Just Do It ethos. The campaign’s single media asset delivers a visually compelling narrative that aligns Nike’s global influence with the aspirations of the Chinese market.
Q: What creative device does The Next Wave use?
A: The Next Wave employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This creative device centers on showcasing individuals or groups who embody the target audience’s aspirations, allowing viewers to see themselves reflected in the campaign’s protagonists. Rather than relying on a linear story or celebrity endorsement, the film projects the identity of ambitious, active Chinese youth, positioning them as relatable or aspirational figures. This approach reinforces Nike’s brand image by linking its products to a new, empowered generation and inviting viewers to join the movement.
Q: What is the campaign proposition for The Next Wave?
A: The campaign proposition for The Next Wave is rooted in Nike’s enduring promise to inspire athletic ambition and personal progression, specifically tailored to the Chinese sports and fitness market. By portraying athletes pushing boundaries, the campaign positions Nike as a facilitator of human potential, empowering individuals to embrace challenges and excel. Strategically, it taps into the aspirations of Chinese youth seeking self-improvement and innovation in a rapidly modernizing society. The film frames Nike’s products as essential tools for navigating this new era, reinforcing the brand’s role as a catalyst for both individual and collective advancement.
Q: How does The Next Wave rank in Clapboard's archive?
A: The Next Wave holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of Nike’s ongoing efforts to connect with the Chinese market through visually impactful storytelling and aspirational messaging.
Q: Who are the competitors in Nike's category?
A: In Nike’s category, Adidas stands out by blending high-performance athletic gear with streetwear culture and a focus on sustainability, appealing to style-conscious consumers. Under Armour targets serious athletes with technologically advanced apparel designed to enhance training and competition. Puma merges sports performance with lifestyle appeal, leveraging bold designs and pop culture partnerships. Li-Ning, a leading Chinese brand, balances advanced sports technology with cultural relevance and strong national endorsements, while Anta emphasizes affordable, durable sportswear and leverages local sponsorships to build credibility in the Chinese market.
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