This Nike Li Na campaign Honors a Pioneering Tennis Career

By: Rahul Kalvapalle - Sep 23, 2014
References: nikeinc & adage
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.