Nike China has launched a campaign, called ‘Further Than Ever’, that aims to break down social barriers and which stars some of the country’s most famous and influential sports stars.
The campaign is spearheaded by a hero commercial featuring an impressive team of sports personalities from a wide range of sports and athletic activities – including Li Na (Asia’s first Grand Slam singles champion) and Can Zongju (the best pound-for-pound boxer in Chinese history) – as they work to overcome the barriers and hurdles they encountered on their way to the top.
The challenges they face range from blogger and climber Nina Guo fight against the stigma attached to mental illness, to WCBA basketball champion and PDH graduate Shao Ting striving to challenge the stereotype that women shouldn’t aspire as highly as men when it comes to sport.
The hero film was helmed by Ian Pons Jewell (the director of Three’s ‘Phones Are Good’ and Virgin Media’s ‘You Can Do Anything’ campaign and created by long-time Nike creative agency Wieden & Kennedy (Shanghai).
Comment:
The epic spot is part of Nike China’s ongoing, wider objective of paving the way for a new era of athletes across the country and the region – as illustrated in some of its previous Chinese campaigns such as 2018’s ‘Don’t Call Me Precious’ kids (see case study).
Links:
Nike China
https://www.facebook.com/nike/
https://www.youtube.com/user/nike
https://www.instagram.com/nike/
Wieden & Kennedy Shanghai
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