Nike is encouraging people in China to run more -- and specifically at night -- with its new Nike 'Lunar Runs' campaign.
There's plenty of reasons why anyone would prefer to run at night rather than during the day -- less noise and crowds, for example -- and Nike wants people in China to share their own reasons. The Nike 'Lunar Runs' campaign includes a video that has runners telling viewers why they run and asks viewers to submit their own reasons at Nike's microblog account. By having real runners explain why they love to run, Nike wants to show that running (at night) is a cheerful and dynamic activity, rather than a "painful initiative."
Also part of the Nike 'Lunar Runs' campaign are nighttime events in Beijing, Shanghai, Guangzhou and Wuhan, which, through fitness instructors, live music and celebrities, remind college students and young people that running is a fun activity that can be done at night, says Popsop.