Ad Nut
Jul 19, 2018

Bend it like the Chinese players

Nike's 'Dare to Become' campaign shows a glimpse of the future when China becomes the football superpower.

Nike's 'Dare to Become' campaign shows a glimpse of the future when China becomes the football superpower.

President Xi Jinping would be pleased with this WiedenKennedy Shanghai campaign showing the confident swagger of the Chinese football team on the world stage since he had laid out the grand dream for China to win the World Cup by 2050.

The Chinese president meant business by roping in rival brand Adidas, an official World Cup sponsor, and Manchester United to teach schoolchildren football leaving Nike to catch up with the 'Dare to Become'...

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
customerservices@campaignasia.com
or call+852 3175 1913

Membership

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 +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Valentino’s Haute Couture-Meets-Streetwear Experiment in China
Premium
2 hours ago

Valentino’s Haute Couture-Meets-Streetwear ...

The streetwear trend has been disrupting high-end fashion in recent years, but Valentino has chosen to approach it through the graceful lens of couture. Yet how has the brand communicated this message to Chinese consumers who are just becoming familiar with both?

Premium
S4 Capital's MightyHive opens first Indian office
Premium
3 hours ago

S4 Capital's MightyHive opens first Indian office

Smita Salgaonkar to lead operations as country head.

Premium
Google breaks silence on political ad stance
Premium
11 hours ago

Google breaks silence on political ad stance

The new policy will be enforced ahead of the UK's general election and the 2020 US election, and in the rest of the world in January.