Cannes Lions
WIEDEN+KENNEDY SHANGHAI, Shanghai / NIKE / 2010
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Every athlete chases something different at every point in his or her career. Liu Xiang was on his way to becoming a legend in China after a successful career in track and field. He won all the major competitions and broke the world record in the 110 meter hurdles. He was chasing another gold, but had to withdraw from the Beijing Olympics due to a career threatening injury.This documentary was created to inspire kids to understand the true meaning of Just Do it through Liu Xiang's story. It follows his journey through surgery, rehabilitation, training and ultimately, back onto the track. The documentary was teased during his comeback race a year after his withdrawal and then aired nationally in China on television, as well as featured on the Nike website, distributed across the web, and made into DVD's given out at Nike Retail stores.
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