This Nike Li Na campaign Honors a Pioneering Tennis Career
Rahul Kalvapalle — September 23, 2014 — Lifestyle
This Nike Li Na Campaign, dubbed 'Be the Bird that Sticks Out', pays tribute to the career of Chinese two-time Grand Slam singles champion Li Na in the wake of her retirement after a 15-year career. Li Na's success helped put Chinese tennis on the map and inspired a new generation of Chinese to pick up a tennis racquet.
The brand campaign borrows from the Chinese proverb "The bird that sticks out always gets shot," a reminder to follow the rules, keep it line and stand out. The slogan encourages people to believe him themselves and follow their own path even if it means taking risks along the way just as Li Na did.
The Nike Li Na campaign is visualized in the form of a phoenix spreading its wings, capturing Li's daring spirit and courage.
The brand campaign borrows from the Chinese proverb "The bird that sticks out always gets shot," a reminder to follow the rules, keep it line and stand out. The slogan encourages people to believe him themselves and follow their own path even if it means taking risks along the way just as Li Na did.
The Nike Li Na campaign is visualized in the form of a phoenix spreading its wings, capturing Li's daring spirit and courage.
Trend Themes
1. Tennis Tributes - Brands can leverage past sporting icons as a way to create a sense of nostalgia and connection with sports enthusiasts.
2. Inspiring Campaigns - Brands can use inspiring campaigns to show support towards players and personalities who have shaped the industry.
3. Innovative Sportswear - Brands can create unique sportswear designs that celebrate sporting heroes and role models.
Industry Implications
1. Sporting Goods - Sporting goods companies can partner with athletes to create impactful campaigns that celebrate the athlete's contributions.
2. Fashion Retail - Fashion brands can create unique collections that celebrate and pay tribute to past sports icons and the influence they've had on the industry.
3. Social Media - Social media platforms can be leveraged by brands for effective and widespread distribution of campaigns promoting sports icons and their legacies.
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