MANILA — Southeast Asia may seem like an unlikely place for Nike to leave its retail imprint, but that’s just where the company is putting its foot down.

The athletic company opened its first women’s store in the region last month, in Manila’s Robinson’s Galleria Mall, and plans to open another next month. “NikeBeautiful,” an aggressive and provocative advertising campaign, has bowed in Southeast Asia, and aims to empower Asian women by defining beauty as a fusion of strength, power and confidence. The message on a poster in a window of the new 1,000-square-foot Manila store is “It’s not Beauty Lotion, It’s Sweat.”

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