Nike's Shanghai Advertising Dialectic: A Case Study (Report‪)‬

Introduction This project concerns a set of Nike advertisements featuring young NBA stars (hereafter "NBA ad"), and its juxtaposition with an adjacent Nike advertisement, which features Chinese athletes (hereafter "Heroes ad"). These print campaigns worked together to disseminate Nike's brand in Shanghai by capitalizing on Chinese and international athletes, conservative and rebellious attitudes, patriotic and individualistic values. The end result is that Nike is able to create interest and increase audience attention via its distinctive yet discordant NBA ad while still portraying a modest, sports-oriented image through the Heroes ad.