Nike gets into high gear with 'Hyperdunk'

Hong Kong - McCann Ericsson has translated Nike's "Hyperdunk" campaign through local adaption of advertising strategies to target Chinese consumers in Hong Kong.

The campaign for Nike's basketball footwear product "Hyperdunk" was executed by Wieden+Kennedy in the US, and McCann Ericsson Hong Kong has taken a local approach to advertise the sports brand by staying relevant with Chinese consumer, but the key objectives of the campaign remain unchanged.

As part of the campaign, it has put up a one-storey billboard on the Sogo building featuring Lebron James. Print, online banner and MTR ads are also on display in various hubs in Hong Kong. 

Nike said the campaign is a multimillion-dollar investment because basketball has been the most popular sports for Hong Kong people. More promos and campaigns on other main product categories such as women's training, football, and Nike's sports wear will roll out in the next few months. 

In 2008, Nikes' international sales accounted for 52% of its overall revenues, while US sales accounted for 34%.