350,000 kids used sport with us during the summer events, and an additional 2m registered to the social game.With 145,000 attendees, the Festival of Sport became Shanghai’s most attended sports event of 2011.Over the year, Nike’s revenues in Greater China went up 16%. During the campaign, Nike’s market share in Shanghai increased by 5 points.Today, millions more kids in China use sport.

Under the Just Do It umbrella, we launched a localised brand campaign called, “Use Sport”.

Use Sport would inspire kids in China by showing them the benefits sport can bring, such as the opportunity to make brothers and sisters among your team mates – an exciting prospect to a generation of only-children.Beyond an instruction, Use Sport was also an invitation to participate.We organised athlete tours, training classes, and tournaments that together made up the most comprehensive sporting calendar seen in China since the Beijing Olympics.

What started with basketball superstar Kevin Durant’s China tour in June ended in August with a 4 day extravaganza in Shanghai called the Festival of Sport.For anyone who couldn’t get to an event, we created a social media game that set challenges for kids to use sport, and rewarded their progress with prizes ranging from a virtual badge to LA Lakers tickets.

China doesn’t do sport.

Parents see it as time that could be spent studying, while many kids see it as something laborious and regimented. Today, the most participated sport in China is ‘walking’, followed second by ‘nothing’.

To an athletic apparel company like Nike, this presents a big challenge: how could we change kids’ perception of sport in China?To make a real change would require much more than a huge broadcast message. To turn inspiration into action, we needed to stop telling and start showing.

We needed a campaign that showed kids in China that sport can give them things that nothing else can, but more than this we needed to deliver our promise by providing unparalleled opportunities for kids to participate so that they could experience the joy of sport for themselves.