Years of China’s ‘one child policy’ has apparently left a generation of mollycoddled kids too scared to get sweaty or dirty.
But now a new campaign by Nike China has set out to debunk the idea that Chinese kids are spoiled little fatties wrapped in cotton-wool.
The campaign’s the work of R/GA Shanghai and is an upbeat, positive number with a booming soundtrack to boot. Check the work out below:
Commenting on the ad, VP marketing of Nike Greater China, Steve Tsoi, said: “When it comes to sports, children have the grit, determination and fearlessness of adults. They aren’t constrained by their age, but they’re sometimes constrained by parents’ fears of them falling or failing,.
“We wanted to help overcome this overprotectiveness by reframing ‘young athletes’ as athletes who happen to be young.”
