Chinese sports brand Li Ning has launched a Web site, iRun Club, dedicated to runners across China. Not a new idea, as Nike launched Nike+ quite a while ago, but two factors make this initiative look promising. First, Nike+ has never achieved real momentum in China due to its high-end positioning—joggers tend not to have the money for Nikes or an iPod. So this site is more likely to resonate with Li Ning’s target consumer. Second, it comes at a time when consumers are beset by increasing anxiety due to the economic climate. Its slogan, “Just run, and be happy,” is a perfect pitch for people looking to de-stress in this volatile time.
Anxiety Around the World
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