NIKE BEIJING OLYMPICS

Everyday for 17 consecutive days during the Beijing Olympics, a custom Just Do It ad was created for Nike athletes to challenge, inspire, or congratulate them for their effort or their victory.

On August 18, 2008, Liu Xiang withdrew from the 110m hurdles during the Beijing Olympics. This moment was considered a national tragedy for China. It was the ultimate moment for Nike to support their athlete. 12 hours later, a bold message hit every major newspaper in China, and by 2pm 26,000 posters were printed and distributed at Nike retail stores. The message spread online throughout the world.

A Beijing Olympics Commemorative Book was created for Nike to celebrate the games.