Nike follows Liu Xiang pullout with new campaign
by Ella Fitszimmons Media Asia 29-Aug-08, 10:25
SHANGHAI - Nike has responded quickly to Liu Xiang's withdrawal from the 110m hurdles, with a Wieden + Kennedy designed ad aimed at reflecting both determination and somberness surrounding the local favourite's failure.
The revamped work features a blank faced Liu, flanked by new copy which ends "Love sport even when it breaks your heart." Reportedly, all Liu-related print ads will feature this creative, while the TVC's have been redubbed with the new copy.
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Liu earlier withdraw from the Games following an injury, sparking widespread disappointment in the mainland. He currently endorses a range of brands, including Visa and Coca-Cola, which have also rallied behind the star with public statements of support.
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