A box of Nike-branded bandages for kids

Nike wanted get kids in China to do more sports, but over-protective Chinese parents often get into the way.

Give kids a way to show their parents how strong and tough they are. We created a series of Nike-branded bandages as well as a cartoon series that tell stories of kids overcoming obstacles in sports. These bandages were distributed through Nike stores, kids run event and vending machines near parks.

All 100,000 bandage packs were sold out across the country in one week.
Nike kids sales went up by 20%.