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Branded Athletic Celebrations

Nike Festival of Sports Promotes Athleticism to Shanghai Youths

— August 20, 2011 — Marketing
The Nike 'Festival of Sports' kicked off on Aug. 18. Created by the sports giant to promote athletics and "the power of sport" among young people, the four-day event is being held at Shanghai Stadium and comprises sports activities including basketball, football, skateboarding and tennis.

The 'Festival of Sports' comes at the end of Nike's summer 'Just Do it' campaign, which aims to inspire the younger generation of athletes to embrace sports to improve their lives. With top athletes such as LeBron James, Liu Xiang and Paul Rodriguez participating in the festival, the sports party also invited attendees to play in basketball and football tournaments, receive personal golf training and even receive skateboarding lessons in the indoor park.

According to Craig Cheek, General Manager of Nike Greater China, Nike’s mission is to "serve Chinese athletes, to cultivate a positive sports culture throughout the country and help young athletes here develop into future super stars."
Trend Themes
1. Promoting Youth Athletics - Opportunity for brands to create events and campaigns that inspire young people to embrace sports and athletic activities.
2. Engaging Top Athletes - Brands can leverage the participation of popular athletes to attract attention and engage audiences in sports events and campaigns.
3. Creating Sports Experiences - Opportunity for brands to create immersive sports experiences that include various activities and training sessions.
Industry Implications
1. Sportswear - Sportswear brands can collaborate with athletes and organize events to promote their products and inspire youth to participate in sports.
2. Sports Equipment - Brands that produce sports equipment can sponsor events and provide training sessions to showcase their products and encourage youth engagement in sports.
3. Event Planning - Event planning companies can tap into the rising trend of sports events for youth and create unique and engaging experiences that promote athleticism.
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