Nike 2008 Olympic / Dare 冲
Introducing the ‘Just Do It’ spirit to a daring generation Chinese athletes.
In 2008, China held its first Olympic games in Beijing. Fast growing in the country, Nike wanted to take the opportunity to celebrate the uncelebrated risk taking spirit of Chinese athletes. We created a brand campaign and documentary, ‘DARE 冲’ about ambition, failure and taking risks - three taboo values in a Chinese society that strives for constant perfection and doesn't accept mistakes.
Nike 2008 Olympic / Dare 冲 / :60
The films, created in collaboration with director Ralf Schmerberg drew a parallel between legendary Chinese athlete Zhu Jianhua 朱健华 taking risks during the 1984 Olympics in LA and the new generation of Chinese athletes competing in Beijing. The film introduced the world to a story of China previously untold in the West.
Watch the 30 minutes documentary film below.
