The new campaign designed by Nike to celebrate the imminent arrival of Chinese New Year is a hymn to the family, its values and traditions.
Great protagonist, in addition to the different models of sneakers that we see on the screen, is the red envelope, or Hóngbāo, a red packet containing money that in China is donated on special occasions, including New Year’s Eve.
The packet, which has always been a symbol of this holiday, is a reason for “chases” between an aunt and a niece, who, out of kindness, begins not to accept it from a young age.
The campaign, in fact, tells the long runs of the little girl, who over time becomes a young adult and then a mother, to escape from her aunt who finds a thousand different ways to make her receive her gift, including technology.
Each race is characterized by a different sneaker, including the one launched a few days ago by the brand just for the occasion.
Nike and Jordan Brand have in fact recently launched a themed collection, which includes both sneakers and apparel, using both the rat, which according to the Chinese calendar is the zodiac sign of the year and symbols inherent to other and different Chinese traditions.
Find out more here.