Nike Round Two
Final year project, 2017
Never too old to run!
Regular exercise has become a trend in the Hong Kong metropolis. While the ageing population countries to be growing, the active masters athletics act as role models for the ageing cluster to defend from diseases.
Masters athletes are those athletes who are aged thirty-five or above. From the escalating participation in the city’s Masters Athletics Championships since 2014, it shows there is marketing potential within this segment. Masters athletes have a special connection with contests and it may well be the core motivation to persist in athletics. As such, contest often become the centre of advertising strategies.
The name of this project, ‘’Round 2” is usually refers to the second attempt during a contest. In this campaign, “Round 2” encompasses another meaning, suggesting a new beginning in life or a second strive within the athletics field. The brand that I selected is Nike, a widely known active wear brand. There is an adage from Nike - “If you have got a body, you are an athlete” - suggesting that there is no boundary for doing exercise. Masters athletes are just that. They may have aged, but who said they could not run anymore?
Interviewed by Chufun@radio 903
During the research stage, I was challenged by my tutors as if my topic is interesting enough. I decided to promote my topic to the public.
As a regular radio audience, I messaged Chufun, a DJ from 903 who is hosting a radio show called “你好嘢”, which she usually invites people with interesting stories. I introduced myself and the field of masters athletics to her, sooner or later, she invited the athletes and I to give her a talk!
Interviewing the athletes from different countries
As the market of masters athletics is still limited in Hong Kong, I like to know more about how the other countries had promoted in this area. I spent my time in the international and regional competitions in South Korea and Taipei respectively and interviewed the masters athletes about how their view on sports and even interviewed the President of the World Masters Athletics about how he managed to maintain such a international sports game for the seniors. All the datas that I got from the athletes provided a strong support for me to promote my idea later on.