Creativity

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 tur

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."

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