By Shanluohua
Poetry meets Jordan — a fusion of culture and sports. A cash prize of 100,000 RMB is on offer to find China’s Jordan.
Established in 2000, Jordan Sports has from the very beginning of the brand’s creation aimed to interpret the sporting spirit of the Chinese people through national culture. After the CCTV program “Chinese Poetry Competition” aired in early 2017, Jordan Sports drew inspiration from it and began exploring the cultural essence within the spiritual world of the Chinese people through more localized approaches.
From March 3 to March 8, Jordan Sports engaged online by using poetry related to the name “Jordan” to spark consumers’ creativity. Offline, it actively sought out people and stories associated with the Jordan brand, uncovering the sports spirit deeply embedded in them. Through media outreach and store collaborations, the brand showcased its humanistic care.
The event theme “Poetry Meets China Jordan” mainly adopts a Chinese style, using the deconstruction of the two characters in the name “Jordan” as an entry point to pay tribute to traditional Chinese culture. Through a series of Chinese-style promotional contents, it deepens the localized brand identity of Jordan Sports. From the perspective of Chinese character etymology, the two characters “Jordan” inherently carry a strong classical Chinese charm. Embedding these characters into classical Chinese poetry and creating numerous Chinese-style atmospheres centered around poetic verses further highlights the presence of “Jordan” within traditional culture. Upholding the concept of “combining Chinese style elements with sports spirit,” “Poetry Meets China Jordan” not only aligns with current trends and athletic competitiveness but also inherits and showcases the depth of Chinese culture, integrating culture, innovation, and sports into a unique identity.
To find China’s Jordan, Jordan Sports has set aside a prize of 100,000 RMB. Currently, the “Poetry Meets China Jordan” event has attracted a large number of participants from all over the country. Fans who take part in live broadcasts and activities at Tmall stores have the chance to receive discounts and rewards such as first-order price cuts or free items. All buyers can enjoy one discount per person during the event period.
Jordan Sports is committed to a youth-oriented development direction and blends ancient and modern, Eastern and Western cultures together, highlighting the differences and commonalities in sports across time. This approach highly aligns with professional and fashionable concepts. With passionate dedication and innovative fashion ideas, Jordan Sports has built a stage for the “Poetry Meets China Jordan” event, propelling its continuous growth. At the same time, Jordan Sports is also enhancing its professional image in the running field, gaining recognition from a wide range of consumers and completing a brand image upgrade in the professional arena.
On that occasion, Jordan Sports will leverage the powerful platform of the “Poetry Meets China Jordan” event to join hands with participants in unleashing the passion for sports and illuminating classic culture, making it an outstanding stage that showcases the combination of traditional Chinese culture and sports.