With the whole Olympic craziness this year, all brand supporting the Olympic Games are doing their best to create consumer campaigns relevant to the competition context.
Adidas goes beyond that, focusing on the national pride tone of voice and approach. This is a good marketing move if we think of the large production sites that Adidas has in China. And a great market to focus on...actually.
The 2 TVCs are made by 180/TBWA, Psyop, and Stink agencies and they focus on 2 sportmen, Hu Jia and Zheng Zhi.