Jordan 30th Anniversary GC





Client: Nike
Agency: W+K Shanghai
Creative Director: Terence Leong, Azsa West
Art Director: Timothy Cheng
Copy Writer: Liu Wei
Designer: Sam Chong
Producer: Xuan Ong, Angie Wong, Fang Yuan
Editor: Hiro Ikematsu
Production: Amanacliq

Nike LX LegacyLX proved the world wrong by being the first Asian to win gold medal in the category of track in field. He then broke the world record of 12.88 and change the minds of millions. China had gone from doubting an Asian could ever win a track medal to being shocked when one didn’t. He was a hero. But his recent failures meant China’s memory of him was of faded glory, mixed with disappointment and shame.

LX is retiring.

To create a retirement salute worthy of his legacy, we stripped away the hype and focused on what made China fall in love with him in the first place, his ordinariness. On April 7th, after Liu Xiang announced his retirement on Weibo, China’s biggest social media platform, Nike responded with a provocative point-of-view: #EvenTheOrdinaryCanFly#. We launched a photo gallery of Liu Xiang’s body parts, revealing him as an ordinary guy with extraordinary beliefs. When the social conversation exploded, a web-film was dropped to further add fuel and pay tribute to his world record. We followed up with a social salute the next day, rallying young people across China to upload and share their tribute to Liu Xiang.