Spikes Asia 2019: Nike wins 'advertiser of the year'

The Spikes Asia Festival of Creativity has announced Nike as this year’s recipient of its Advertiser of the Year award. The accolade recognises a brand that sets the standard of excellence through the quality and innovation of its creative work in Asia.  

The award recognises Nike's continuous boundary-breaking creative bravery, its "unparalleled" understanding of its audiences and its emotionally effective work that demonstrates the highest standard of creative excellence, according to a Spikes Asia announcement.

Nike will accept the award onstage at the final Spikes Asia Awards Show on September 27. 

Spikes organisers cited Nike's Greater China creative work including a FIFA 2018 campaign that focused on the quarterfinals, because that's when audience attention in China peaks, and the Kyrie Sneaker drop, which allowed consumers to move forward in the queue by digitally interacting with the brand.

Nike work has won 13 Spikes since 2016: nine bronze, two silver and 2 gold (in Film and Digital Craft).

"We’re delighted to honour Nike with the coveted Spikes Asia Advertiser of the Year award," Joe Pullos, festival director of Spikes Asia said. "It’s so well deserved. Nike is synonymous with purpose-driven creativity that engages audiences at scale, and it’s fantastic that we’re able to celebrate them for continually excelling in creative marketing and communications in the APAC region.”

"Winning Advertiser of the Year at Spikes Asia is great recognition of our continued effort to deliver innovative products, experiences and services to inspire athletes," said PT Black, senior director for integrated media and strategic brand partnerships for Nike Greater China. "It’s been a great year of creativity for us in this very dynamic region and across the world, powered by our amazing team across the region. We would also like to thank all the partners that have worked with us who we know put in a level of passion that goes well beyond what the job description asks for.”

Spikes Asis a a joint venture of Haymarket Media (publisher of Campaign Asia-Pacific) and Ascential. Full information on attending Spikes Asia is available at www.spikes.asia.

Nike work covered by Campaign Asia-Pacific A search for Nike in our archive of The Work finds 150 results. Here are some of the best from 2018 and 2019, including work by Wieden+Kennedy Shanghai and R/GA. Jun 3, 2019 Nike and Shiseido offer very different depictions of Naomi Osaka  In one spot, the tennis star takes on the media without saying anything; in another, she simply reads a script. Feb 27, 2019 Nike salutes 'crazy' women The brand's latest ad will get you pumped up in advance of International Women's Day. Nov 27, 2018 Dribble and shoot for the stars with new Nike China LeBron James ad The new campaign aims to empower Chinese fans to the sports pitch and beyond. Jul 19, 2018 Bend it like the Chinese players Nike's 'Dare to Become' campaign shows a glimpse of the future when China becomes the football superpower. May 3, 2018 Nike launches stunning first-person basketball adventure Nike China and R/GA Shanghai give fans a glimpse of what it's like to compete in the brand's high-school basketball league. Mar 29, 2018 Who runs the world? Nike Nike's latest project with W+K Shanghai is a dramatic visual coup. Mar 14, 2018 Nike transports shoe shoppers into a bouncy adventure game An in-store trial in China transforms real people into pixellated avatars in a side-scrolling adventure game. Jan 31, 2018 Nike creates original song to reach Korea's 'senegis'  Multiple celebs and athletes appear in 'Run it', Wieden+Kennedy Tokyo's latest work for the South Korea market.

(This article first appeared on CampaignAsia.com)