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Reading: Nike Disses Mollycoddled Chinese Kids In New Upbeat Spot
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B&T > Campaigns > Nike Disses Mollycoddled Chinese Kids In New Upbeat Spot
Campaigns

Nike Disses Mollycoddled Chinese Kids In New Upbeat Spot

Staff Writers
Published on: 21st June 2018 at 3:39 PM
Staff Writers
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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.”

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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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