Jane Leung
Nov 24, 2010

Converse China starts documentary 'Ni' for skateboarding community

Converse, in partnership with Wieden+Kennedy (W+K) Shanghai, takes 'being cool' to another level in a new skateboard film titled ‘Ni’.

Converse's skateboarding film 'Ni'
Converse's skateboarding film 'Ni'

‘Ni’ (meaning ‘rebel’ in Chinese) documents the rising trend of skateboarding in China among the mainland's youth. The film features main characters Du Ming Gen (Keng Qu), Fu Ling Chao (Xiao Feng) , Luo Jian Shen (Blackie) and Xu Ying.

The project follows the official Converse skateboarding team as they tour across China in 20 days.

The movie, directed by Liu Feng, will air across 17 cities in China at selected skateboard shops and bars. The full movie, skaters’ profiles, behind the scenes footage and wallpaper downloads are available to fans at Converse.com.cn. The movie is also available on DVD.

‘Ni’ follows Converse's ‘2009 'Love noise’ campaign. The music project, also conceptualised by W+K Shanghai, set out to support the music scene in China.


Campaign China

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