To celebrate Children's Day, Nike has released a special gift with purchase; the Nike Badge of Honor.
Chinese parents want their children to participate in sports, but fear of injury often encourages them to be overly cautious. To quell these fears, Nike has released a collection of storytelling bandages that depict athletes falling and getting back up. According to Nike representative Ian Toombs, "They’re bandages, they’re stickers, they’re non-conventional storytelling devices -- and ultimately they are a product kids will want."
As a branding scheme and device of social good, these bandages work to promote courage in the face of failure to a generation known for being coddled and overly protected. The Nike Badge of Honor bandages are available to parents free of charge with any 'Young Athlete' purchase at participating Nike stores.
Storytelling Branded Bandages
The Nike 'Badge of Honor' Bandages Encourage Kids to 'Get Back Up'
Trend Themes
1. Risk-taking Encouragement - Branded bandages that inspire resilience in kids can be a disruptive innovation opportunity for similar products and campaigns.
2. Storytelling Products - Innovations in story-based product designs for all ages and purposes can revolutionize branding and market penetration.
3. Parental Partnership - Strategic marketing partnerships with parents can provide a unique and untapped consumer base that seeks empowerment for their children.
Industry Implications
1. Pharmaceuticals - Pharmaceutical companies can disrupt the medical and consumer markets by creating innovative and engaging designs for bandages and other medical devices.
2. Athletic Apparel - Sports companies can further the empowerment narrative by creating products aimed at improving a young athlete's resilience and bravery.
3. Toy Manufacturing - Toy companies can tap into the storytelling trend and aim to provide fun, educational, and empowering experiences that both children and their parents will appreciate.