Sport is not just for fame and fortune Nike tells China in ad that defines ‘Just do it’

Nike has launched its first campaign since the Rio Olympics that aims to capture the spirit of China’s next generation of world-beating athletes.

In a 90-second commercial titled ‘The Next Wave’ by Wieden + Kennedy Shanghai, the sportswear giant attempts to explain the famous slogan ‘Just do it’ for the first time to a Chinese audience.

Shot with what for the viewer is a single take, the ad begins with a lone boy playing football and the words, ‘You don’t have to do it for the glory’ in a film that informs the viewer that the point of sport is not necessarily for glory, the fame or the attention. It culminates in an army of athletes from various sports, including retired national hurdler Liu Xiang, and former tennis player Li Na.

The film was directed by Martin Krejci.


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