Tokyo & Global – The sports and lifestyle retailer is connecting its global fanbase through a branded audio show. Titled NIKELAB RADIO and forming part of its Nike Tokyo Live platform, the project includes a podcast show, music playlists, video content and audio playlists of readings to aid relaxation and promote restorative sleep.
Available to stream within the Nike App and on major streaming platforms, the initiative also provides a global stage for Japanese creators such as fashion designer Jun Takahashi and streetwear designer and influencer Hiroshi Fujiwara. By tapping influential voices from the nation, the brand can stimulate cultural interest within Japan, while inspiring viewers to 'unite through the common love of sports to move, watch, listen, and create.'
As radio platforms continue to gain popularity across a range of demographics, Nike showcases the opportunity for brands to use these audio outlets to facilitate regional cultural conversations.
Across sectors, brands can use the medium of audio to engage customers in new ways. Take cues from Nike Tokyo and consider how you can spotlight regional voices and cultural nuances to an international audience