NIKE INTRODUCES THE NEW WAVE OF CHINESE ATHLETES.
Unlike the previous generation, the 'new wave' of Chinese athletes is optimistic, outspoken and uninhibited. By telling the individual stories of China's Olympians Christy Yiu (HK), Su Bingtian, Li Dongna, Zhou Qi and Zhang Guowei we introduced them not just to the country but to the world. We also established the athletes Wu Haiyan, Zhang Shuai, Yi Jianlian and the 4x100m Relay Team through photo editorials and neatly timed social media Quick-Strikes commencing the weeks prior to the 2016 Summer Olympics in Rio de Janeiro.
Directed by Siri Bunford | Knucklehead London, UK. Photographed by Boogie + Tang Ting.
Produced for Nike at W+K Shanghai, China.
CHRISTY YIU: UNILIMITED PERSEVERANCE
ZHANG GUOWEI: UNLIMITED OBSESSION
SU BINGTIAN: UNLIMITED AUDACITY
ZHOU QI: UNLIMITED CONTROL
LI DONGNA: UNLIMITED TENACITY
ECD: Yang Yeo
Creative Directors: Azsa West, Terence Leong
Creative Team: Max Pilwat, Marc Garreta
Creative Team: Liu Wei, Tim Cheng, Arlene Lu