Coinciding with Chinese New Year, Nike China launched a major Just Do It campaign that showcases some of the country's top athletes. The campaign, signed off with "Dare To Do" (Chinese pronunciation: "Fang Dan Zuo"), is designed to empower the youth of China, by encouraging them to choose their own path. It's about bringing the Just Do It attitude to the youth of the world's most–populous country.

Nike China Marketing Director Carol Chen explains, "This campaign is not only about following sporting heroes as they make their way toward Beijing, but we want the youth of China to create their own journeys through being active and participating in sports."

Highlighted by a 60–second TV commercial entitled "Heroes" and featuring the David Bowie song of the same name, the campaign emphasizes that it takes the right attitude to successfully compete at any level, no matter the activity. The spot hit the airwaves on New Year's Day in China. It ends with hurdler Liu Xiang speaking directly to the youth of China: "It's just a game, you decide how to play."

Billboards in key markets, print ads and retail executions highlight Olympic hopefuls in their training, and invite consumers to the just–launched nikegold.com.cn.  The new Web site is the start of Nike China's online Olympic content, to be carried through Fall '08.Once there, consumers will be able to receive and add training content and interact with each other, all the while as Nike "dares" them to do what it takes to succeed.

"This is only the beginning of an extensive communications plan that will evolve in the coming months," said Kerri Hoyt–Pack, Brand Connections Director for Nike China. "We want to bring even richer meaning to Just Do It and a more personal connection between the Nike Brand and the youth of China."

These Olympic Hopefuls star in Nike China's new Just Do It Commercial.

Liu Xiang - Men's Hurdles

Zhou Chunxiu - Women's Marathon

Yi Jianlian - Men's Basketball

Li Na - Women's Tennis

Wu Peng - Men's Swimming

Watch the commercial