用运动 translates to "Yong Yundong." It's also Nike China's latest tagline to enhance "Just do it" with mainland consumers.
The tagline, which roughly translates in English to "Use sports" or "Have Sport," accompanies the brand's latest (characteristically moody and motivational) campaign for the China market.
In typical Nike fashion, the brand distinguishes its message by including 失败, "shibai," known to English speakers as "failure." It's a powerful overall message and, more importantly, accomplishes what's become the rallying cry for any brand in China: "Localize!"
Sure Kobe Bryant is in there, but only for a split second. Otherwise, it's all about "using sport" in China, or, one might say, "Just doing it with Chinese characteristics."
For the full campaign, Nike clearly is still using the "Just Do It" motto in English — as it's doing globally — but it's a slogan that doesn't translate so meaningfully into Chinese.
The spot is anchored with tennis superstar Li Na, whose $42 million in endorsement deals puts her in the same stratosphere as Maria Sharapova. She just became China's first Gland Slam singles champion after she won the 2011 French Open.
Li is already a "Nike Women" campaign spokesperson in China, and was featured as part of the brand's 2010 Australian Open digital marketing.
As a cultural background note, the choice of the loudspeaker voiceover in the spot at top recalls (and may have been influenced) by the tradition in Communist China of morning exercises, when all school children and worker units would line up on the facility grounds and do eight-count exercises with a man on a loudspeaker keeping pace.
Nike also localized "Just Do It" with a 2008 campaign in the lead-up to the Beijing Olympics that signed off with "Dare To Do" (Chinese pronunciation: "Fang Dan Zuo"), which a press release noted was "designed to empower the youth of China, by encouraging them to choose their own path. It's about bringing the Just Do It attitude to the youth of the world's most–populous country."
Nike China Marketing Director Carol Chen stated about the spot, which featured David Bowie's Heroes, "This campaign is not only about following sporting heroes as they make their way toward Beijing, but we want the youth of China to create their own journeys through being active and participating in sports."
Localizing the "Just Do It" campaign in China appears to be working for Nike. Already counting 57% of its sales internationally, Nike announced a new 120,000-square meter logistics HQ in China and has seen its future orders jump 24% even as its apparel sales there broke the $2 billion mark.
Nike is still sending its American stars to China for a 2011 summer tour to reinforce its global sport bona fides, but the influence is beginning to work the other way, too. Nike designer Shane Kohatsu recently found inspiration for new footwear on the outdoor courts of China.
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