Nike’s New Bandages for Kids Double as Comic Strips About Athletes Who Fall but Get Up

Motivational storytelling from W+K Shanghai

Headshot of Angela Natividad

Remember those stickers the doctor would give you to make you feel “all better” about getting a shot? For Children’s Day, Nike is kinda doing the same thing—via a Wieden + Kennedy Shanghai campaign called “Badge of Honor.”

Chinese parents wants their kids to play sports and have fun, but are naturally pretty worried they’ll get hurt. “Badges of Honor” are meant to quell that concern while creating a new storytelling vehicle for the brand.

“The idea is incredibly simple: Overprotective parents are afraid to let their children play hard. Our solution is the Nike ‘Badge of Honor,'” explains Ian Toombs, executive creative director at W+K Shanghai. “They’re bandages, they’re stickers, they’re non-conventional storytelling devices—and ultimately they are a product kids will want.”

Each “Badge of Honor” bandage is designed for either basketball, running, football or skateboarding. They come in four sets of 14, 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. They are available at no cost when parents purchase any of Nike’s “Young Athletes” products, available at participating Nike retail stores.

On launch day, the packages were promoted when influencers like Wang Junkai and Li Na posted selfies with bandages on their faces. Accompanying animated videos also feature Nike athlete cameos—like Su Bingtian, the country’s fastest sprinter; Zhao Lina, the China women’s football team goalkeeper; high jumper Zhang Guowei; and basketball player Yi Jianlian.

Check those out below:

“As a father of two active kids, it’s tough to see them get knocked down,” admits W+K Shanghai creative director Terence Leong. “But when they get back up on their own, I feel so proud. We created the ‘Badge of Honor’ to remind us as parents of the important lessons sport teaches.”

See all the bandages below:


Client Name: Nike China
Campaign Name: 2017 Nike Children’s Day
Bandages/Animation: Running / Basketball / Football / Skateboarding
Launch Date: 20 May 2017
All Digital – Worldwide
All Media / All PR, Retail & Events – Greater China

Agency Credits

Nike China

VP Marketing: Steve Tsoi
Senior Brand Communications Director: Andy Whiteside
Brand Communications Supervisor: Andy Liu
Senior Young Athletes Brand Director: Steve Raw


Executive Creative Director: Ian Toombs
Creative Directors: Terence Leong, Shaun Sundholm
Art Directors: Timothy Cheng, Max Pilwat
Copywriter: Liu Wei
Executive Producer: Bernice Wong
Producer: Fang Yuan
Assistant Producer: Juni Zhu
Digital Producer: Angela Liu
Editor: Leon Yan
Head of Integrated Production: Jacob Lincoln
Senior Planner: Leon Lin
Account Manager: Chuck Xu
Account Executive: Xueer Ren
Business Director: Dino Xu
Project Manager: Nicole Bee
Business Affairs: Jessica Deng, Kathy Zhan

Designers: Deer Sheng, John Yao
Production Manager: Vic Zhang
Digital Imaging Artist: Changqing Lee
FA Artist: Austin Hu, Stone Xue

External Credits:

Production Company: Amanacliq
Producer: Edie Zhang

Artists :
Wassim (Football)
Lili Des Bellons (Basketball)
Pete Sharp (Running)
Stevie Gee (Skateboard)


Production Company: Passion Pictures
Executive Producer: Katie Mackin
Producer: Fiona Fry
Animation Studio: Le Cube
Creative Director: Ralph Karam
Director: Mariano Fernandez Russo
Executive Producers: Juan Manuel Freire and Gustavo Karam
Animation Director: Daniel Duche
Line Producer: Juliana Millán
Composition: Mariano Fernandez Russo and Florencia Laurenzi
Music & Sound FX: Cachorro Loco

Production Company: Amanacliq
Executive Producer: Jaslyn Loh
Producer: Edie Zhang
Director: Tom Bunker
Art Direction & Design: Pete Sharp
Animation – Sean Weston, Blanca Martinez, Frankie Swan and Tom Bunker
SFX – Ryan West

Post Production: Brand New School – Los Angeles
Director: Brumby Boylston
Art Director: Scott Uyeshima
Designers/Illustrators: Nick Iluzado, Yoon Kim, Peter Lee
Storyboard Artist: Max Forward
2D/CG Animation Lead: Scott Uyeshima
2D Animation: Min Kim, Peter Lee, Sol Lee, Pierre Bassil
Cel Animation: Taik Lee, Aly Tain, Stephanie Simpson
Music Edit: Ryan Huff Sound
Sound Design: Ryan Huff Sound
Executive Producer: Devin Brook
Head of Production: Amy Russo
Senior Producer: Greg Heffron

Post Production: Brand New School – Los Angeles
Director: Brumby Boylston
Designers/Illustrators: Nick Iluzado, Yoon Kim
Storyboard Artist: Max Forward
CG Modeling/Animation: Adam Lawrence
2D Animation: Laury Santoso, Min Kim, Adam Lawrence
Cel Animation: Jamal Ademola, Stephanie Simpson
Original Music Composition: Ryan Huff Sound
Sound Design: Ryan Huff Sound
Executive Producer: Devin Brook
Head of Production: Amy Russo
Senior Producer: Greg Heffron

VO (talents&director)
VO Sound Studio: LISTEN Studio
VO Director: Di Feifei
Sound Engineer: Ding Xiangwei
VO Talents:
Football: Zhao Lu, Zhao Qianjing, Cheng Yuzhu;
Skateboard: Zhao Qianjing, Wang Yangming, Liu Yao, Wu Lei, Bai Yue;
Basketball: Liu Yao, Zhao Qianjing, Li Zhengxiang;
Running: Cao Zhen, Xueer Ren, Li Chuanying, Er Jiao.

Music & Sound (record&mix)

Audio Post: Green United Music SH
Executive Producer: Thomas Faucheur
Engineer: Ronald Qiu & Fabien Langard

Bandage production
Nantong City YOJO Medical Products Co., Ltd.
Shanghai Yu Kai Packaging Materials Co., Ltd.

@luckthelady Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.
Publish date: June 7, 2017 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT