Nike Targets China's Female Consumers

Chapter 6: Continuation

Tennis Star Li Na on a billboard advertisement for Nike

According to " The China Observer" Nike is on a quest to gain the Chinese consumers trust. Although, demographically Nike has successfully intrigued male consumers through  sponsoring conspicuous athletes in China such as, Olympic gold-medalist  Liu Xiang and also famous NBA basketball players. Nike's new market development focuses on opening a new market for the subcultural group in China  which are women. Nike achieved this by composing a commercial  with tennis stars " Maria Sharapova and Li Na". Then later partnered with Tudou to bring forth a campaign called " Fuel for Dream". Which  allowed 50  female college students to broadcast and share their dreams of becoming  professional athletes, while utilizing and displaying the latest Nike sportswear and sneaker  apparel. Thus bringing awareness to the  young female demographics in China on women's sportswear and athletic apparel.





http://thechinaobserver.com/2012/01/19/nike-leveraging-online-video-to-attract-female-chinese-consumers/



( video segment of the 50 female chinese college students)
http://nikewomen.tudou.com/nikewomen/home.do