Lochte To Remain In Charity Swimming Event Preparations For Tokyo Games Begin In Earnest Golf In Rio Draws Widespread Acclaim Lochte Likely To Face Punishment From USOC Rio Controversy Could Follow Bentz, Conger NBC Called Out For Buying Lochte's Story Media Buyers OK With NBC Ratings Shortfall Team USA Dominates Rio Medal Standings Bach Has No Regrets About Rio Tokyo Offers Glimpse Of Its Plans For Games
Reebok Banks On Yao's Return At Olympics To Boost China Sales
Published July 14, 2008
|Reebok This Week To Unveil
Limited-Edition Yao Ming Sneaker
|Watch adidas Spot Featuring Hu Jia|
COMPETITORS: The GULF NEWS' Maggie Rauch reports adidas' Olympic theme, "Together in 2008: Impossible is Nothing," plays on "national pride and collective spirit." The campaign features athletes including China diver Hu Jia and China men’s national soccer team MF Zheng Zhi "performing with the aide of a sea of enthusiastic fans." The TV ads are "animated in slow motion and the billboard images are painted with a light stroke." Meanwhile, Nike has taken a "fiercely individualistic approach," as its "Who are you?" ads feature "close-up shots of Chinese athletes with their game faces on." An ad featuring Nets and China men's basketball team F Yi Jianlian reads, "I am a fighter. Who are you?" Nike's campaign "draws heavily on the celebrity of two of the country's most famous athletes," Yi and hurdler Liu Xiang. Nike also is using its "deals with national federations in various sports to gain access to Olympians." Rauch notes visitors to Beijing in August will see "plenty of the Nike logo as they pass several Nike stores along Chang'an Avenue" (GULF NEWS, 7/14).