Strategy pitch for Nike + Hong Kong. This is a digital campaign that was created during my exchange at Hong Kong Polytechnic University. The brief was to get young people to download and use Nike + running up. We firstly researched reasons why they do not exercise and found a strong insight. HK students have skewed expectations about sports and wish for fast results. They give up easily. We decided to use familiar activities other than sports to show that they cannot rush excellence. If they give sports a proper try, it will pay back.