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Article Excerpt
Byline: Normandy Madden
[shanghai] To interact with young Chinese on their own terms, Nike has turned its back on American basketball stars Michael Jordan and LeBron James and even Chinese hurdler Liu Xiang, at least for a while.
An ad campaign launched this month, Nike's first since moving its creative account in China to Wieden & Kennedy from JWT last year, does not feature famous athletes or celebrities, and it has no "you should...'' or "try this...'' messages. Rather, in an attempt to bring its "Just Do It'' tagline to life, Nike's marketing salutes young Chinese who have overcome obstacles to play sports such as basketball, skateboarding and cycling. Kids can share personal histories with peers, either through one of Nike's 1,600 retail outlets...
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