It can be said that Liu Xiang is a great pride in Nike's marketing history.

When Liu Xiang was unknown in 2002, Nike signed him.

In August 24, 2004, on the day before Liu Xiang's participation in the Olympic hurdling team preliminaries, the Liu Xiang advertisement with Nike as the theme began to play in the whole country. It shared the golden time with the Nike international editions. On the 27 day, Nike changed all the ads to the Liu Xiang version; in August 28th, Liu Xiang unexpectedly won the Athens Olympic champion and became the focus of attention. Liu Xiang's first battle was successful.

In fact, in the four years after the Athens Olympic Games, Nike has been racking its brains to make new articles on Liu Xiang.

A few days ago, Nike launched the Beijing Olympic version of the Liu Xiang advertisement.

The latest advertising is through Liu Xiang's show of concentration, causing teenagers to label themselves more personalized.

Liu Xiang is the biggest bargaining chip of Nike in Beijing Olympic Games, but it is also the biggest risk.

After all, no one can guarantee that he will win the gold medal in the Olympic Games, because Cuban genius Robles is still standing on the 110 hurdling runway.

Pan Jianhua, director of Nike Greater China market, said, "our goal is to let Liu Xiang convey a voice on behalf of Nike in 2008."