CHINA - Mercedes-Benz has made an interesting choice in a new China campaign featuring tennis superstar Li Na—by positioning her husband as the hero.
The Chinese sports system focuses all its efforts on an elite minority instead of encouraging a broad sporting culture. It’s short-sighted and defines success much too narrowly. Brands are making the same mistakes, writes Sam Gaskin of Flamingo.
LONDON - HSBC is upping its presence into grassroots tennis, by launching an initiative to help promising Chinese tennis players.
BEIJING - After becoming the first Asian player to win the French Open last month, tennis star Li Na has now signed up as the first Chinese global brand ambassador for Mercedes-Benz, with a locally driven campaign on the way.
HONG KONG - On 4 June, Li Na became the first Chinese tennis player to win The French Open. Campaign asked a number of local industry figures whether she has the same star quality as popular sporting brand ambassadors Yao Ming and Liu Xiang.
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