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Branded Athletic Celebrations

Nike Festival of Sports Promotes Athleticism to Shanghai Youths

— August 20, 2011 — Marketing
The Nike 'Festival of Sports' kicked off on Aug. 18. Created by the sports giant to promote athletics and "the power of sport" among young people, the four-day event is being held at Shanghai Stadium and comprises sports activities including basketball, football, skateboarding and tennis.

The 'Festival of Sports' comes at the end of Nike's summer 'Just Do it' campaign, which aims to inspire the younger generation of athletes to embrace sports to improve their lives. With top athletes such as LeBron James, Liu Xiang and Paul Rodriguez participating in the festival, the sports party also invited attendees to play in basketball and football tournaments, receive personal golf training and even receive skateboarding lessons in the indoor park.

According to Craig Cheek, General Manager of Nike Greater China, Nike’s mission is to "serve Chinese athletes, to cultivate a positive sports culture throughout the country and help young athletes here develop into future super stars."
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