Kids in China don’t like to be ‘babied’ – R/GA campaign for Nike

Nike has challenged the stereotype of deferential and overprotected children in China by showcasing four young real-life sporting talents demanding their independence from the parents, in work by R/GA Shanghai.

The ‘Don’t Call Me Precious’ campaign includes a series of films featuring a runner, boxer, footballer and basketballer – all aged between 10 and 13 years old – bluntly telling adults to let them play by their own rules.

Explaining the work, an R/GA spokeswoman said: “Resisting the trend of saccharine parental sentimentality towards children in China, the junior sporting stars make it clear they don’t want to be babied.”

The digital campaign will also be backed by out-of-home advertising plus a “meme generator” and experiential events over the summer period in China.  

“When it comes to sports, children have the grit, determination and fearlessness of adults,” said Steve Tsoi, vice-president of marketing for Nike Greater China.

“They aren’t constrained by their age, but they’re sometimes constrained by parents’ fears of them falling or failing. We wanted to help overcome this overprotectiveness by reframing ‘young athletes’ as athletes who happen to be young.”

R/GA Shanghai executive creative director Terence Leong added: “Sports doesn’t care how old you are. It’s going to be just tough on you whether you’re 13 or 30, and just as rewarding.”


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