August 22, 2008
Liu Xiang: Sponsors Scramble to Address Fallen Athlete
The Wall Street Journal reports that the fallout surrounding Chinese hurdler Liu Xiang’s withdrawal from the Olympic Games has been met with positive messaging from his sponsors. The athlete, who achieved worldwide fame after he won China’s first gold track and field medal at the 2004 Olympic Games, limped off the track last week complaining of a hamstring injury. Millions of Chinese fans, some of whom had traveled great distances to see their Olympic “hero,” were heartbroken and expressed emotions ranging from anger to sorrow. Liu Xiang’s sponsors, which include heavy-hitters such as Nike and Lenovo, have followed up with messages of positivity and support. Nike’s print ad shows a close-up of Liu Xiang’s face with the following copy, translated from the Chinese:
Love competition.
Love risking your pride.
Love winning it back.
Love giving it everything you’ve got.
Love the glory. Love the pain.
Love sport even when it breaks your heart.
Just Do It
Rather than abandoning their spokesperson, these brands are showing their sympathy.
The Wall Street Journal: Get Well Soon: A Message from Liu Xiang’s Sponsors
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