Nike is a prolific advertiser, sharing high-production value films worldwide. Its new Chinese campaign is decidedly lo-fi, but among the brand’s most creative ideas. It’s a soup kitchen.

The pop-up soup kitchen was set up on Ersha Island in Guangzhou, a popular spot for runners. Nike offering restoring nourishment is brilliant branding. The brand fed those who completed a 3 km fun run between November 15 and 23.

The campaign was fronted by former Olympic sprinter, Su Bingtian, the first-ever Asian-born sprinter to break the 10-second barrier and the only Asian sprinter to ever break 9.9 seconds. In the campaign film, he is in a Guangzhou wet market selecting special ingredients for soup that align with his career journey – a chicken leg that stands for his decision to switch starting foot, a bitter melon that represents an injury, and herbs that support performance. The herbal soup contains dried tangerine peel, bitter melon, pork ribs, chicken – and a subtle dose of Nike branding. The stall’s name and the campaign tagline, 落足料 点会冇料到 [No effort goes unrewarded], extends Nike’s famous Just Do it message.