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

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."
Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

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
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age