Nike changes its ads after Chinese hurdler pulls out of race
20.08.2008 15:03
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- Source: cbc.ca
Nike quickly changed its advertising campaign around Chinese athlete Liu Xiang after he pulled out of the 110-metre hurdles in Beijing on Monday and disappointed millions of fans expecting him to defend his Olympic title on home territory. The sporting goods retailer ran new TV and full-page ads in English and Chinese newspapers, showing its support of Liu despite his dramatic departure from the race as it was underway. "Love the glory. Love the pain. Love sport even when it breaks your heart. Just do it," said part of one ad over a picture of a serious-looking Liu that ran in the China Daily. Nike said it's "proud" of Liu on the Sina Finance website that was collecting sponsor well wishes for Liu. "At this time, we fully understand his feelings, and expect him to return to the field after he is fully recovered." When the race began Liu launched out of the blocks but started hobbling immediately after the starter gun fired again to signal a false start by a different hurdler. Rather than head back to the blocks, he headed inside the stadium for the change room. Liu, 25, signalled he feared doing more damage to his damaged tendon, but vowed he would return to competition. "I know I have the ability, once my foot [has] recovered," Liu told the Associated Press. "Now the most important thing is to heal my injury. I still have a chance next year. After all, I'm still at the peak." Liu won China's first Olympic gold medal on the track four years ago in Athens and became a superstar and poster boy worth millions for the Beijing Olympic Games. He told China Central Television in an interview that aired Tuesday: "I feel very sorry, but there's really nothing I could do." With files from the Associated PressConsumer HeadlinesFord Escape, Mitsubishi Outlander top SUV crash testsFour small sport utility vehicles received top scores in crash tests to be released Wednesday by the insurance industry, a sign of improvement compared with SUVs built earlier in the decade.Maple Leaf expands meat recall, closes Toronto plantMaple Leaf Foods is expanding a recall of its packaged meats and temporarily closing a Toronto plant that prepares the products. Parents give more reliable assessment of children's activity than kids: StatsCanParents seem to give a more accurate assessment of their children's activity levels than the children themselves, according to a Statistics Canada study released Wednesday.London, Ont., to ban bottled water on city premises despite beverage industry protestsCity councillors in London, Ont., have voted to ban the sale of bottled water on city premises despite protests from the beverage industry. Nike changes its ads after Chinese hurdler pulls out of raceNike quickly changed its advertising campaign around Chinese athlete Liu Xiang after he pulled out of the 110-metre hurdles in Beijing on Monday and disappointed millions of fans expecting him to defend his Olympic title on home territory. Consumer Life FeaturesIN DEPTHEnvironmentHealth Canada to evaluate pigments, solventsTECHNOLOGY'Make' it yourselfMagazine foments DIY revolutionSAFETYRecalls and AdvisoriesYOUR VOICEFound your calling?Tell us why your job is a dream job!BLOGFood BytesIn praise of old kitchen gadgetsBLOGComm-OdditiesBillionaire breaks real-estate record with $793M bidPeople who read this also read …
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