Nike Project 1984 Event - Beijing

Nike China engaged Neverstop to design and produce a press and Chinese youth influencer
event to highlight and showcase the Nike China Olympic clothing and sneaker lines. The event
was also used as a venue to premiere the movie, "Dare to Compete", which was produced by Wieden + Kennedy Shanghai.

The inspiration for both the movie and the product line was the heroic endeavors of the Chinese athletes, in particular, Xu Haifeng (shooter), Lang Ping (volleyball), and Zhu Jianhua
(high jump), who competed and represented China in the 1984 Olympic Games in Los Angeles. This was also the first time China had competed in the Games in the modern era. Nike was also the sponsor of the 1984 track and field team.

Neverstop's brief was to design and produce an event that was reminiscent of and celebrated Nike China's and its athletes' heritage, while also speaking of innovation in product design, and to create an event that recognized China's new generation of athletes and their participation in the up-and-coming Olympic Games in Beijing.

To this end, Neverstop produced the event at Beijing Sports University, with design elements
that drew inspiration from the color palettes and sports equipment from 1984. Product was also showcased in reallife representation of the original athlete training rooms, as well as modern day student dorm rooms. The press was introduced to each of the products in the line within these rooms. The product was also displayed together with key athletic equipment,
which helped put the clothing and shoes into historical and sporting context.

A special Nike China Olympic Opening Ceremony was choreographed that engaged styleconscious
kids as a nod to China's future. Musical entertainment was provided by 80s music legend, Cui Jian, and China's favorite 80s inspired group, New Pants.

Category:

Entertainment

Tags:

• Nike
• 1984
• Summer
• Olympics
• Clothing
• Clothes
• Sneakers
• Shoes
• Event
• China
• Beijing
• Party
• New
• Pants