Over 1 year after pulling out of the Beijing Olympics, Liu Xiang made his comeback to the world of track and field. With hours of rehabilitation under his belt, he returns Confident but tentative. In his own words, “I’m just trying to get back to where I was.” These words were the insight we used to create the comeback campaign called “chase”. It takes one of the nations tops athletes, who has been rife with controversy, and humanizes him – connecting him with the everyday challenges and triumphs of a billion people. For his first race back, we create a teaser print ad that ran in multiple newspapers the day of the race as a subtle hint of his frame of mind. For his next race, the China National games, we created a documentary that follows his journey of rehabilitation through his first race and aired that on TV and digital. In addition, we created print, digital and ooh executions that captured his spirit going forward. Nobody knows what will happen next but celebrating this milestone was a true Nike moment.
Agency Partner:
WK Shanghai, lead creative
