Jenny Chan 陳詠欣
Jan 21, 2016

Are these Nike shoes telling China to 'get fat'? (Update: Not really)

CHINA - A Chinese New Year iteration of Nike's Air Force 1 shoe, which bears ideographs meant to express new-year blessings, is instead being ridiculed as an embarrassing cultural blunder.

The words 發 'fa' and 福 'fu' in traditional Chinese characters appear on the heel area of the left and right shoe in the special-edition pair, respectively.

When seen separately, the words are associated with festivity, meaning 'be richprosperous' and 'have fortuneluck'. But when viewed together, they form a phrase meaning 'get fat'a reversed blessing which is ironic, to say the least, for a sports brand. 

Nike...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Subscribe

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Move and win roundup: Week of July 23, 2018
Premium
14 minutes ago

Move and win roundup: Week of July 23, 2018

Y&R and more, in our weekly collection of people moves and account news.

Premium
What brands should know as NFC technology comes of age
Premium
2 hours ago

What brands should know as NFC technology comes of age

A series of technological and manufacturing developments means that NFC is finally coming of age, offering real value both to brands and consumers.

Premium
India's top 100 brands for 2018
Premium
2 hours ago

India's top 100 brands for 2018

Consumer electronics and shopping brands dominate India's top 10, with other brand moves indicating Indians aren't prioritising health yet to the extent some headlines might suggest.

Premium
India's top mobile-friendly brands
Premium
2 hours ago

India's top mobile-friendly brands

Amazon is India's mobile darling, with Flipkart not far behind. PayTm, Big Bazaar, Myntra and Tata also score in the top 20.