The campaign, which includes TV, print, outdoor, POS, on-ground events and online is running across China, and seeks to promote the new line which includes a variety of basketball apparel and footwear, by leveraging Li-Ning's international image among consumers.
Developed by Leo Burnett Beijing, the advertisement, titled ‘The overlord' opens with classical music and stylistically shot scenes of Shaq playing basketball.
A voiceover from the star player asks a series of questions, which are aimed at communicating the message to consumers that only those with remarkable courage can conquer the world, finishing with the tagline, "The world is mine".
"This is the way we are linking Shaq's huge capability and his confidence with the brand's ‘Anything is possible' positioning - we are blending that attitude with its message," said Luis da Rosa, director of brand management at Leo Burnett Beijing.
Starcom handled media.
