What if the things you struggled with shape who you are today? To introduce the Nike Women autumn collection in China, Nike wanted to redefine what success means for Chinese women: through someone born from failure, and driven by inner self-belief, rather than outer beauty. We partnered with actress and celebrity Zhou Dongyu to reveal a different side of her.

Nike redefined the meaning of female success – where success can be born from failure and self-belief – through a campaign made for the Chinese millennial generation.

Believe In More is a 360º interactive biography, inviting you into actress Zhou Dongyu's journey. A film made for the small screen where audiences are not just viewers, but participants in her story.

Across 4 chapters of immersive environments and spatial sound design, fans stepped into Zhou Dongyu’s most pivotal moments, leading to her realization that anything is possible when you believe in more. Unlike traditional film or TV, Believe In More culminated in a shoppable 360º lookbook featuring the styles seen throughout the film, leading to Nike.com.

Believe In More debuted on UMAX in major Chinese cities and spread across mobile screens. Social conversation under the hashtag #BelieveInMore got girls talking about the meaning of female identity and success in China.

In China, a woman’s rise to stardom is often credited to her looks, her connections, or just pure luck. But what if the things that shape who we become are actually born from failure?

To introduce the Nike Women autumn collection in China, Nike wanted to redefine what success means for Chinese women: someone born from failure, and driven by inner self-belief, rather than outer beauty. We partnered with actress and celebrity Zhou Dongyu to reveal a different side of her.

Nike presents: Believe In More, a 360° mobile film about one woman’s rise from a failed gymnast to a cinematic force.

Across 4 chapters of immersive environments and spatial sound design, fans stepped into Zhou Dongyu’s most pivotal moments in life, leading to her realization that anything is possible when you believe in more. The experience culminated in a shoppable 360 lookbook featuring the styles in the film.

In July 2017, Nike Women: Believe In More launched as a 360° mobile film on Wechat, China’s biggest social network. Our target audience were millennial Chinese women, and our non-traditional format of interactive 360° mobile video reached them where they shared, talked, and spent the most time.

Believe In More debuted on UMAX screens in major cities, leading to the full mobile film, as well as social conversation on Weibo (China’s Twitter) about female success and identity under the hashtag #BelieveInMore. The experience culminated in a 360° shoppable lookbook featuring all the styles in the film. In total, the campaign got 50M views and 113M social impressions, driving to 1.1M traffic on Nike.com.

50M VIEWS

113M SOCIAL IMPRESSIONS

1.1M TRAFFIC TO NIKE.COM