James Utting
Sound Designer at adam&eveDDB
London, United Kingdom
TitleFurther Than Ever
Agency
Campaign Further Than Ever
Advertiser Nike
Brand Nike
Date of First Broadcast/Publication
Business Sector Apparel, Fashion & Footwear
Story Featuring some of the most incredible Chinese athletes...

Li Na, the first Grand Slam singles champion from Asia and the first to break into the world’s top 10… despite constant critique about her career choices and outward personality, she rose to become an icon in Chinese sport.

Lan Tian, paralysed from the waist down, took up skiing despite pressure from doctors and family and went on to live independently without support.

Shao Ting, WCBA basketball champion and PHD graduate, breaking the stereotype in China that a woman shouldn’t aspire so highly.

Nina Guo, blogger and climber, broke the rules by talking pubclicly about how climbing has helped her overcome many of the obstacles faced by mental illness.

Cecelia Yeung, born into a poor family, pressured not to pursue sport due to the difficulty in making a living from it. Ended up as the HK high jump record holder, the first full-time high jumper in HK and broke the HK high jump record three times in one day.

Wang Shuang, despite pressure from family and local coaches not to leave home, she became the first Chinese female football player to play outside of China and AFC Women’s Player of the Year.

Kung Fu Cha Cha, the first Asian team to row across the Atlantic, the youngest team to cross the Atlantic and the first female champions who broke Row Like A Girl’s record by 6 days.

Can Zongju, became the the greatest boxer in Chinese history and the second best female boxer in the world.
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