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Nike; Targeting Chinese youth with Kungfu hiphop culture.

04.07.2009 Nike

Thumbnail image for Nike; Targeting Chinese youth with Kungfu hiphop culture.

This is an older campaign (circa 2007) but looked pretty interesting – and gives some insight into Chinese youth culture. Focused on a 3-on-3 basketball tourney and centered around the 9 gates of “Old” Beijing, we see the obvious fusing of western and eastern pop culture to create what I guess would be hiphop kungfu. [...]

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