- A N T A S U M M E R O L Y M P I C 2 0 2 0 / 2 0 2 1 -
Li Ning owns cultural fashion sports in China and ANTA does not have a clear positioning in the sports category.
ANTA being the biggest sports brand in China tries to be everything. We streamline the positioning and rebrand ANTA as leading professional sport brand. How? We partnered with the world's most professional sporting event, The Tokyo Olympic. However, Covid-19 strikes, and we focused our story on the professional sporting spirits of our athletes.
ANTA being the biggest sports brand in China tries to be everything. We streamline the positioning and rebrand ANTA as leading professional sport brand. How? We partnered with the world's most professional sporting event, The Tokyo Olympic. However, Covid-19 strikes, and we focused our story on the professional sporting spirits of our athletes.
- C A S E F I L M / B O A R D -
Contributed in months of pitch processes, multiple rounds of idea generations to pre-production to post-production stage. Due to covid restrictions and national sensitivity and a close loop system for the nation's athletes, foreigners were not allowed to attend the multiple days shoot. Our Chinese team flew around China and quarantine in every city the athletes are training to attend the shoot. It was the toughest production experience ever.
