Nike: Olympic Games
Agency Wieden + Kennedy: Brand partner and campaign leadership from briefing, strategy, to creative development and production.
Beijing 2008 was the first time China hosting an Olympic Game. Not being the sponsor, we helped Nike brilliantly ambush the Olympics - from “competition first” (it’s an reinterpretation of a famous Chinese quote “friendship first, competition second”) to daily customized messages depends on game results.
Quote from Forbes: “…Ultimately, 40% of respondents felt that Nike was the official Olympic sponsor, vs. 50% for the actual sponsor, adidas. “
