Chinese Olympic boxer Zou Shiming can pretty much be considered a celebrity in Beijing right about now. After his 11-2 win against his Venezuelan opponent, Eduard Bermudez Salas Wednesday, Shiming is making boxing one of the hottest sports of the country.
He recently appeared in a TV spot for Nike which can be seen above. Clearly Nike knew what they were doing when they cast Zou Shiming for this action-packed advert.
Boxing is actually a relatively new sport to China, having been banned until 1986, but it’s quickly becoming a national favourite.
"The government banned it for years, because it was too brutal and capitalist," the New York Times explains. In 1986 China finally realized "boxing, with 11 weight classes, is one of those sports, like rowing or canoeing, that offer multiple opportunities for trips to the victor’s stand."
With flyweight champs like 27-year-old Zou Shiming, it’s no wonder China is feeling empowered. Shiming is only 5-foot-5 and 106 pounds but clearly, that doesn’t mean anything.
"It was just normal and relatively easy. I did everything my coach told me," he said.
"I’ve built up some experience. This is my dream, to be on the stage in Beijing and perform well."
Time Magazine had previously listed him at #20 for the top 100 Olympic athletes to watch.
Beijing Olympic Hero Ads
China Boxer Zou Shiming for Nike
Trend Themes
1. Boxing Culture in China - There is an opportunity for companies to capitalize on the growing interest and popularity of boxing in China by investing in related industries such as sports apparel and equipment.
2. Celebrity Influencer Marketing - Based on the successful Nike TV spot featuring Zou Shiming, businesses can leverage celebrity influencer marketing to target the Chinese market and increase brand awareness.
3. Sports for Empowerment - Using sports, particularly those that are less commonly played, to empower individuals and promote nationalism is an innovative way for companies to market themselves in China.
Industry Implications
1. Sports Apparel - The growing interest in boxing in China presents an opportunity for the sports apparel industry to capitalize on this with new product lines and targeted marketing strategies.
2. Sports Equipment - As the popularity of boxing in China continues to rise, there is an opportunity for the sports equipment industry to invest in new products and technologies that meet the unique needs of Chinese athletes and consumers.
3. Entertainment - As more people in China become interested in non-traditional sports like boxing, there is an opportunity for businesses in the entertainment industry to offer related services and attractions to cater to this growing market.