Terence Leong
Creative Director at Wieden + Kennedy
Shanghai, China
TitleAnta Li Xiaoxu's Shoebox Installation
Campaign Anta Li Xiaoxu's Shoebox Installation
Advertiser ANTA Sports Products Limited.
Brand ANTA Sports Products
Business Sector Shoes
Philosophy CBA is seen as downgrade version of NBA. Using CBA branding itself does not have strong stopping power compared to shoes by Nike and adidas’ NBA-sponsored players. In a cluttered retail environment, we knew flat posters wasn’t enough to promote interest to the products. The opportunity is that what create stronger connection to the customers are the stories behind each CBA players, representing the authentic Chinese basketball spirit. The spirit is invisible, the challenge is how we can make Chinese consumers see the sports spirit.
Result The in-store poster campaign received considerable hype, and generates interest to the shoes. Anta CBA basketball shoes are not seen as downgrade of NBA shoes, but shoes with Chinese sports spirit. And more importantly, all regular sized (8-12), CBA edition shoes were sold out in 2 months from launch.
Media Type Packaging, Branding & Design
Executive Creative Director
Executive Creative Director
Creative Director
Art Director

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