Nike China: The Young Masters

This Beijing-specific print and outdoor campaign "reflects the superior and arrogant game style of Beijing ballers by combining imperial traditional elements with modern design and photography," says W+K/Shanghai CD Frank Hahn. Feat

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This Beijing-specific print and outdoor campaign "reflects the superior and arrogant game style of Beijing ballers by combining imperial traditional elements with modern design and photography," says W+K/Shanghai CD Frank Hahn. Featuring five of Beijing's "most infamous ballers, the visuals celebrate the idea of 'imperial basketball.' The intricate gown designs and patterns," Hahn adds, "not only represent Beijing baller culture but also aspects of the featured baller's personality." The core idea is built around a line that translates as "Beijing City basketball young masters"; in Chinese, "young masters" has the double meaning of "spoiled brats," Hahn explains, "and has traditionally been used as an insult. The use of the phrase in a streetball context is not only impactful but quite controversial within the Chinese community." The featured players, who range in age from 16 to 19, are "a mix of streetballers and high school league basketballers. They're pretty well-known in Beijing for their style of play, but they're not famous in the sense of national team players. We needed local heroes."
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About

Credits
Date
Jul 18, 2007
Client:
Nike China
Agency:
Wieden + Kennedy Shanghai
Creative Director:
Frank Hahn
Art Director:
Camille Hirigoyen
Art Director:
Julien Choquart
Art Director:
Scott Dungate
Copywriter:
Achilles Li
Copywriter:
Yu Si
Illustrator:
Camille Hirigoyen
Illustrator:
Julien Choquart
Photographer:
Jean Louis Wolff
Print Producer:
Joy Wang
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