Text | Five-Colored Dragon Bone
In early 2017, "Poetry Meets China Jordan" went live with great enthusiasm. Following a wave of Chinese-style copywriting, the campaign is set to reach another climax with the second part: the heritage copywriting design of "Jordan Sports." This design series launched several sets of creatively wild copywriting, turned into posters, blending ancient and modern sports culture to highlight their differences and commonalities. The designers even set the theme as "Heritage," symbolizing the profound and enduring richness of Chinese sports culture. Through the combination of past and present, the brand image of "Jordan Sports" is showcased.
Want to know the difference between sports in history and modern sports? Jordan tells you.
Football / Cuju: A Perfect Match, Passing on the Heritage
Football, as one of the world’s three major ball sports, holds a significant position in the sports world. As the predecessor of modern football, cuju has a long history and was beloved by both nobles and commoners at the time, giving rise to a rich cuju culture.
From the football/cuju heritage posters by Jordan Sports, it’s clear that there are distinct differences between football and cuju, the most obvious being the ball itself. Modern footballs must be spherical, with an outer cover made of leather or other approved materials, and no materials that could harm players can be used in its structure. Cuju balls were made with leather on the outside and filled with rice husks inside.
Additionally, ancient cuju was mainly for leisure and entertainment, with few formal matches, so the rules were far from comprehensive. In contrast, modern football has well-established regulations.
Dragon Boat / Rowing: Relaxed on the Left, Sluggish on the Right — No Progress Means Regression
Dragon boat racing is a traditional Chinese folk aquatic sport and entertainment activity originating in the Han Dynasty. Rowing, on the other hand, is one of the traditional Olympic events that originated in the 17th century.
The main differences between them lie in the type of boat, the number of rowers, and rowing posture. These distinctions are also evident in the heritage posters by Jordan Sports.
Dragon boat racing is a team-based paddling competition. Dragon boat athletes are mainly divided into rowers, drummers, gong players, and steersmen. The process of moving forward involves techniques such as seated posture, paddle grip, entry into water, pulling, lifting the paddle out of the water, shifting the paddle in the air, teamwork, and rhythm.
Rowing is a water sport where one or more rowers sit in a boat, facing away from the direction of travel, using their muscle strength to propel the boat forward through the simple lever action of oars and oarlocks. Boats may or may not have a coxswain.
Golf / Chuiwan: Swing, Discover “Ball” Your Infinite Possibilities
Chuiwan first appeared during the Yuan Dynasty and was historically documented as a widely played game among the populace. Golf originated as an outdoor sport in the 14th century.
Chuiwan is an ancient Chinese game where players hit a ball into a series of holes dug into the ground using clubs, with the winner being the one who uses the fewest strokes or hits the most holes.
Modern golf features a tee as the starting point for each hole, while chuiwan also designated a hitting spot called the "base." In chuiwan, the first stroke, second stroke, and third stroke are used, with the first stroke requiring the ball to be placed on the base before hitting. Each shot takes the previous landing spot as the new starting point. It can be said that apart from the name, the entire gameplay of chuiwan is essentially the precursor to golf.
The heritage poster about golf by Jordan Sports is truly eye-catching, presenting the connection between ancient and modern golf in the form of a coordinate system. It not only conveys the power of legacy but also visually depicts the parabolic trajectory of a golf ball in flight.
Archery / Shooting: Focus, Break the Chains, Spanning Ancient and Modern Times
Archery has a long history, originally used for hunting and warfare. Shooting as a sport also originated from hunting and military activities, and was officially included as an Olympic event at the first Athens Olympics in 1896. The main difference is that shooting uses guns, which require less physical strength, whereas archery uses bows and arrows, demanding greater strength..
The copy for the archery/shooting poster reads:"Focus, break the chains, spanning ancient and modern times."It depicts an ancient archer piercing through a historical target and heading straight into a modern shooting range. The single arrow shot serves as the perfect finishing touch. The imagery is simple yet profound in meaning.
"Take the initiative to seize the advantage," "The finish line, the measure of speed," "Not only astonishing in one move, but also weighty in every word," "Where the heart desires, leap forth." These stirring lines of heritage copywriting, paired with posters that bridge ancient and modern times, allow Jordan Sports to introduce more people to the long-standing and profound richness of Chinese sports culture. Be proud because of China, take pride because of China.
After sixteen years of growth and innovation, Jordan Sports has now become a comprehensive sports apparel enterprise integrating product design, R&D, production, and marketing.
In its innovative digital marketing journey, Jordan Sports has not forgotten to refine its content. The soft articles promoting corporate culture are eloquent and impactful, and the content published on its official WeChat channel is consistently high-quality, with average readership breaking ten thousand and hundreds of news articles covering its success.
At the same time, Jordan Sports continues to broaden its product range, including sports shoes, sportswear, sports accessories, and a full series of athletic products, providing higher-quality products and services for sports enthusiasts and striving to become a leading brand in national sports products.