Nike's Cultural Chase

Aimed at both younger and older generations of ethnic Chinese women, Nike, the world's largest supplier of athletic shoes, apparel, and equipment, strategically departs from the brand’s usual ad campaigns that feature idolized professional athletes. By doing so, Nike expands its brand appeal to ordinary Chinese people, leveraging cultural symbolism and nostalgia to engage these viewers. 

The ad effectively uses cultural symbolism in Hong Bao, which is central to Chinese New Year celebrations. Hong bao represents prosperity, good fortune, and the bond between generations, making it a deeply meaningful part of the holiday to which ethnic Chinese viewers can emotionally relate. The insistent behavior associated with the exchange of the red envelope between the aunt and the niece also symbolizes an important aspect of Chinese etiquette. It is considered proper for Chinese people to politely refuse a gift when offered so as not to appear overly greedy. By connecting Nike shoes with this cherished cultural ritual, the ad aligns the Nike brand with Chinese tradition and etiquette, creating a sense of familiarity with viewers. 

The ad also evokes nostalgia through vivid imagery, tracing the transformation of China to a global modern country. The chase begins with Chinese New Year being celebrated in a typical 1980s concrete walk-up apartment with a bicycle parked in front. As the years progressed, viewers were chased through various settings, including an empty wet market, bustling streets, a car, and eventually the rooftop of a modern skyscraper. This change from a simpler environment to a more developed one invokes memories of the past Chinese New Year celebrations, tying the cultural symbolism to the sense of nostalgia by visually representing traditional elements of China. This visual journey also mirrors China’s rapid development, resonating with middle-aged and older viewers who have witnessed these changes in their lives. This blend of old and new settings allowed Nike to connect emotionally with viewers who feel pride in China’s progress, suggesting that Nike, like the country, is both enduring and forward-moving.

Nike’s advertisement bridges the gap between tradition and modernity, engaging the younger and older generations of ethnic Chinese people by incorporating cultural symbolism and nostalgia into its narrative. This approach positions Nike as familiar to consumers in China, strengthening its emotional connection with the audience.