Nike China: ‘Your Game Is Your Voice’ At The 2010 Asian Games

Nike China -- With The Strength To Speak (Liu Xiang)

Regular readers may remember how Nike’s (耐克 – Nài kè) ambient advertising for the 2010 Asian Games (aka the Asiad) caused quite a stir amongst Guangzhou’s local residents. Now that the 2010 Asiad has finished, it seems like a good time to look back at the other elements in Nike’s campaign.

TV Commercial

The campaign was titled ‘Let Your Game Speak‘ (用實力說話 – Yòng shílì shuōhuà) and targetted Guangzhou’s youth. To appeal to the young audience the sportswear Goliath brought together street dance and hip-hop with  popular sports such as basketball and football at various events that took place across the city.

Events

Below is a photo of the notorious residential Guangzhou estate that became the focal point of Nike’s activity at the Games. Nike held a number of activities here during the tournament.

Nike China -- With The Strength To Speak Live Event

Nike China - With The Strength To Speak (Event Poster)

Fun in Guangzhou - Nike 'Let Your Game Speak' 3

Fun in Guangzhou - Nike 'Let Your Game Speak' 4 (Speed Dance Crew)

Fun in Guangzhou - Nike 'Let Your Game Speak' 2

Fun in Guangzhou - Nike 'Let Your Game Speak' 5

Fun in Guangzhou - Nike 'Let Your Game Speak' 7

Fun in Guangzhou - Nike 'Let Your Game Speak' 6

Fun in Guangzhou - Nike 'Let Your Game Speak' 5

Photos courtesy of the Speed Dance Group

Music Video

The 2010 Asiad drew to a close on the 27th November 2010, and to commerate a successful games (and of course their marketing campaign) Nike created a music video appropriately titled, ‘Guangzhou Do It!” – a play on the Nike slogan ‘Just Do It’. Here is the video below:

Brand Ambassador — Liu Xiang

In typical Nike China style, the organisation could not run a promotion without utilising its brand ambassador and one of the nation’s sporting heroes Liu Xiang. He featured across online (e.g Nike’s Sina page) and various offline activity.

Nike China - With The Strength To Speak (Liu Xiang) 1

Nike China - With The Strength To Speak (Liu Xiang) 2

The Slogan

Finally, in case you were wondering ‘用實力說話 – Yòng shílì shuōhuà’ in fact translates literally to ‘With the strength to speak’ but it is clear that this campaign follows in the footsteps of the former Nike Basketball promotion, from the USA, of the same title. Here is the original TVC featuring Michael Jordan.

Promotional Posters

So there you have it, Nike’s ‘Your Game Is Your Voice’ activities were cleartly mostly well received in the city of Guangzhou, and to finish here are the posters ads:

Nike China - With The Strength To Speak

Nike China - With The Strength To Speak 8

Nike China - With The Strength To Speak 7

Nike China - With The Strength To Speak 6

Nike China - With The Strength To Speak 5

Nike China - With The Strength To Speak 3

Nike China - With The Strength To Speak 2

Credit to: W+K (Shanghai Branch)

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  • BK

    they recycled a second tier nike commercial from two decades ago?

    way to push the envelope.

  • dilladonuts

    Nike in China is mad corny, no matter how hard they try, they always look like they are forcing cool on a very un-cool nation. Just about everyone I’ve ever met working for Nike in China is just about the image, but had no real knowledge of sports/street culture.

    They will continue to spend billions of dollars in marketing and funding, but at the end of the day, they will never get their lebron, jordan, federer, tiger, etc out of China, good luck trying.

    Until China’s general attitude changes to one of humility and true understanding, winning over fans, rather then dominance by force, nobody will be buying Liu Xiang apparel.

    • BK

      Totally agree.

      As an outsider, I think it’s dependent upon the general laziness of the agency. There hasn’t been one Nike China campaign that provoked any thought whatsoever. No matter if it was a LeBron, Ronaldinho or Kobe spot. Just stereotypical and lazy.

      Which is odd considering that W+K makes semi-interesting, at least different work for Converse. Which yes, does speak to a different audience, but that same thinking could be applied to Nike.

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