Nike | Never Let Hurdles Stand in Your Way | China

Following what some described as “Liu Xiang overkill” during the Olympics, Xiang’s numerous endorsements were left in doubt when he retreated from the event due to the injury.

With twelve endorsements having just expired, Nike demonstrated its confidence in the star by renewing the contract. The brand had made a show of backing Xiang throughout his ups and downs. Upon his positive comeback, finishing second at the Shanghai Golden Grand Prix, Nike shortly released a campaign to celebrate the athlete’s return.

The tone of the TV commercial is modest, documenting Xiang’s training and recovery period. Print ad on the other hand shows no sign of Liu, but just the tagline of "never let hurdles stand in your way". The creative team from Wieden & Kennedy expresses, " real winners and heroes show their true value by overcoming challenges. The win was possible because Liu embodies the 'Just Do It' spirit through rigorous training and focusing on one goal only.  It’s the personal promise that he made with himself."

According to the China Brand Research institute, Xiang commanded close to $2 million for each product endorsement. However, that fee shrunk to around two hundred thousand after last year’s injury.

Aside from Nike, international brands like Amyway and Coca-Cola are still keeping Liu.







Credits:
Project Never Let Hurdles Stand in Your Way
Client Nike China
Creative agency Wieden & Kennedy, Shanghai
Executive creative director Nick Cohen
Creative directors Conan Wang, Justin Hays
Art director Andrew Wilcox
Designer Howl Lee
Copywriters Roberto Danino, Achilles Li
Editor Liu Feng
Agency producers Kerli Teo, James Li, Adrian Lai
Account servicing Jarrett Dube, Jenny Chen
Media agency MindShare, Shanghai
Exposure Television, pring, online