Sports Brand Translation in China: When Language Works Against You! (Part 1: Nike)

If you thought translating your name on social media was complicated, imagine what happens when giants like Nike, Adidas and Reebok try to conquer a market with thousands of years of linguistic history. In China, it's not enough to sound similar to the original: you have to find a name that has a good meaning and, at the same time, doesn't make people laugh at your shoes in the street.

Let's see how these three sports brands managed to adapt to Mandarin without stumbling in the attempt.

Part 1: Nike - 耐克 (Nàikè)

Nike, the brand that pushes us to “just do it,” had to find a name that sounded good and had a powerful message. Thus was born耐克 (Nàikè) , which means “perseverance and conquest.” Not bad for a shoe that, according to advertising, will make you run faster, jump higher, and hopefully stop you from tripping while climbing stairs.

The name in Chinese reinforces the idea of effort and overcoming, something that fits perfectly with the values of the brand. Because, let's be honest, "Just Do It" sounds better than "Do it when you can", right? Nike knew that in China, meaning is everything, and its choice did not disappoint.

La diosa Nike echándole la bronca a otro dios griego

Of course, if they had gone with something more literal like “Greek Goddess of Victory,” they probably would have ended up selling statues instead of sneakers. Plus, the name conveys a sense of resilience, which is perfect for a brand that has sponsored legendary athletes and been on the feet of countless Olympic champions.

Nike has been able to strengthen its image in China with a strong presence at sporting events and sponsorships of well-known players. Over the years, they have launched exclusive collections for the Chinese market, ensuring that their products are both culturally relevant and commercially successful.

Here is an old advertisement of the brand culturally adapted to the theme of the Chinese New Year with red envelopes included: