Nike China : Battle of the Nine Gates
A Nike-sponsored three-on-three basketball tournament in Beijing, which attracted some 6,000 kids ages 14-19, featured these bling-blasted posters. Built around a concept that salutes the nine gates of Old Beijing, "pop culture meets ancient
Published On
Jul 02, 2007
Editor's Pick
A Nike-sponsored three-on-three basketball tournament in Beijing, which attracted some 6,000 kids ages 14-19, featured these bling-blasted posters. Built around a concept that salutes the nine gates of Old Beijing, "pop culture meets ancient turf wars," says DMG CD Kelvin Mak. This retro-flava'd hip-hip imagery, right down to the giant boomboxes, is "willingly embraced" by Chinese youth, he adds, and b-ballers in dreads, cornrows and oversized clothes, accompanied by their posses, were out in force for the tournament. "The twist is that despite the hip-hop influence, they keep their Chinese pride intact, which is why the campaign is based on the nine gates. The kids can represent their "hood."
Credits
- Date
- Jul 02, 2007
- Creative Director :
- Kelvin Mak
- Creative Director :
- Weibing Xu
- Art Director :
- Weber Zhang
- Art Director :
- Alan Guo
- Art Director :
- Ben Dong
- Art Director :
- Leo Sui
- Art Director :
- Hui Wang
- Art Director :
- Yeesin Heng
- Chief Creative Officer :
- Dan Mintz
- Copywriter :
- Ray Yuan
- Designer :
- Zhenyu Zhao
- Designer :
- Yuanyuan Ni
- Designer :
- Sinel Luo
- Designer :
- Zuoxiao Yang
- Agency :
- Soundelux DMG
- Brand :
- Nike China
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Project Type