Strategy
Nike opened a SOUP stall for runners in China
Danielle Theobald
Social Media Strategist · 20 Nov 2025 · 1 min read
Nike opened a SOUP stall for runners in China
Not another bore fest billboard. A SOUP STALL!
They're serving traditional Cantonese recovery soups to runners on Ersha Island
with Nike-branded spoons??
That's it. That's the campaign.
While everyone's throwing £millions at 'immersive experiences', Nike partnered with Olympic sprinter Su Bingtian to serve... soup.
location: where runners ACTUALLY run (spoiler alert: not Times Square) product: what runners actually NEED (recovery, not another tracker app) branding: Subtle AF (just a weird spoon, not a billboard)
meanwhile Nike's competitors are fighting for BFCM CPMs on Meta 😂
(be like Nike, not everyone else x)
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