Nike’s ‘Badge of Honor’ tells stories

Nike disguises comic strips as bandages. What could be more fun for children?

Twelve days ago, Chinese children and their parents were in for a surprise on Children’s Day. It was the day Nike decided to assuage parents’ fears about letting their children play hard. Although Chinese parents want their child to play, they are increasingly worried that the child may hurt itself.

Nike, with its agency Wieden+Kennedy, came up with a Badge of Honor for children. It is a fun way to tackle injuries. Nike came up with stickers and bandages which the brand calls non-conventional storytelling devices.

Each “Badge of Honor” bandage is designed to take fear away from the child as well as the parent. These bandages depict four sports - basketball, running, football or skateboarding. They come packaged in special sleeves that unfold into comics, recounting fictional tales about young athletes who played hard, fell and found the courage to get back up. These badges are available as freebies when parents purchase any of Nike’s “Young Athletes” products. On the day of the launch, influencers like Wang Junkai (a teen pop idol) and Li Na (tennis grand slammer) posted selfies with bandages on their faces.

Source : http://www.adweek.com/creativity/nikes-new-bandages-for-kids-double-as-comic-strips-about-athletes-who-fall-but-get-up/