By Zhuobeiluo Xiang
At the start of March, "Poetry Meets Jordan Brand in China" was launched riding the wave of Tmall’s Goddess Festival. Chinese style, traditional essence, and national spirit were vividly expressed through a series of posters. Poetry Meets Jordan Brand in China — this March, Jordan Brand interpreted a unique modern sports spirit through traditional Chinese culture.
Heritage is the main thread of Jordan Brand’s campaign this time. Drawing inspiration from ancient Chinese sports, it artfully blends them with modern athletic activities. Though the forms may differ, the shared values and philosophies of sportsmanship — striving, strength, and perseverance — remain constant. Kayaking inherits the dragon boat's value of "not advancing is retreating"; skiing channels the Qing Dynasty ice play’s graceful posture of "leaping toward one’s heart’s desire." By using the concept of heritage to express modern sports spirit, this embodies the brand philosophy that Jordan has followed since its inception.
Nowadays, we can watch a variety of sporting events, with diverse options to suit every preference. New sports continue to emerge, and the ever-changing landscape of athletics reflects the evolution of our times. As for ancient sports, our knowledge isn’t very comprehensive — perhaps what remains in memory are common events like horseback archery, or simply a polite greeting. Fortunately, Jordan Brand has introduced us to traditional ethnic sports this spring, not only broadening our knowledge but also giving us a clear understanding of our national sports heritage. Where do our sports come from, and what do they look like today? Jordan Brand provides an excellent platform for that.
The theme of Jordan Brand’s campaign is heritage — not just poetic heritage, but the inheritance of our nation’s sports traditions. It aims to ensure that future generations remember the past. History is something we must understand and cherish. The arena carries not only the dreams of athletes but also the willpower of ancient pioneers. This campaign allows us to engage with ancient sports from a fresh perspective and truly experience the charm and passion of our ancestors in this rapidly changing world.
Sports is one of humanity’s oldest activities, a transformation of labor. Modern sports play an increasingly significant role in society and have become a reflection of a nation’s strength. Sports are closely tied to everyone’s life, so this spring, let’s release stress and run our own path. Every path is an extension of the most primitive forms of movement. We’re on the move, but this is not the end.
The road ahead is long, and the number of sports that have survived to this day is limited. Each sport evolves through innovation and progresses through change. Jordan Brand explores the origins of sports in daily life, using poetic imagery to bring to life that once-forgotten chapter of history.
Explore the true face of ancient sports with Jordan Brand.