Nike creates comic strip plasters for ‘overprotective’ Chinese parents

Nike has released a bespoke range of bandages and plasters to target Chinese parents who are too scared to let their children play sports in case they get hurt.

The sports brand and Wieden+Kennedy Shanghai created four sets of 14 plasters designed for basketball, running, football and skateboarding in time for Chinese national holiday Children’s Day on June 1.

Dubbed the ‘Badge of Honour’, the products’ sleeves 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.

W+K Shanghai creative director Terence Leong said the badges were intended to “remind parents about the important lessons sport teaches.”

He added: “As a father of two active kids, it’s tough to see them get knocked down. But when they get back up on their own, I feel so proud.”

To promote the products, W+K created the following online video.

The campaign was leveraged by using Nike social media influencers such as boyband star Wang Junkai and Chinese tennis player Li Na posting selfies with the bandages on their faces.

“The idea is incredibly simple: overprotective parents are afraid to let their children play hard,” said Ian Toombs, W+K Shanghai executive creative director. “Our solution is the Nike Badge of Honour. They’re bandages, they’re stickers, they’re non-conventional storytelling devices – and ultimately they are a product kids will want.”

Agency Credits

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


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