Liú Xiáng (刘翔) is one China’s most popular athletes. In 2004, he became the first ever Chinese citizen to win an Olympic gold medal in a track and field event.
Since then Liu has gone from strength to strength and is now seen as a cultural icon. In this new campaign, Nike aims to show a different side to the heralded athlete.
The sporting giant has created an online interactive comic book (or ‘graphic novel’ if you’re going to be picky) based around a day in the life of the 110m hurdler.
However, behind all this lovely work is in fact a cunning way to promote Nike’s latest AW77 sportswear range modelled by Mr Xiang below.
Nevertheless, it’s still really nice idea and the interactive website also offers some cool wallpapers and music to download. Check out the story for yourself at: http://nike.com.cn/aw77/liuxiang
Credit to: W+K Shanghai