By | Wuhuā Lónggǔ
At the start of 2017, a uniquely refined program made its debut on China Central Television. Unlike previous comedic variety shows, this one offered audiences not just entertainment, but also food for thought in terms of ideas and cultural depth. Widely hailed by the public as “a breath of fresh air in today’s Chinese variety shows,” it’s called *Chinese Poetry Competition*.
In recent years, the popularity of “Chinese style” has remained high. Inspired by *Chinese Poetry Competition*, Jordan Sports is ready to try some new “tricks,” aiming to ride the wave of a sports-themed Chinese style movement. Starting with creative copywriting and the two characters “乔” (Qiao) and “丹” (Dan), the brand is launching a unique “Poetic Encounter with Jordan China.”
The creative campaign by Jordan Sports this time is primarily Chinese-style, using the interpretation of the two characters “乔丹” as an entry point to pay homage to traditional Chinese culture. Through a series of Chinese-style content, the campaign deepens the brand’s localized Chinese identity. The goal is to deliver a distinctive brand experience to Jordan fans in 2017.
From the perspective of Chinese character etymology, the two characters “乔丹” inherently carry a strong classical Chinese charm. Embedding them into ancient Chinese poetry and creating numerous Chinese-style scenes centered around poetic lines further emphasizes the presence of “乔丹” within traditional culture.
“Xiao Qiao adorns her mirror, rouge-stained hands gazing eastward with longing,” “Tall trees speak with the Cloud Lord, a crimson crown crossing a lone moon,” “Qiao rises on steeds trampling fallen blooms, cherishing the old cinnabar on my heart,” “A vermilion phoenix gleams like a glass bottle, wind brushing Qiao’s silken veil, eyes clear and bright”—each line is captivating, rich in classical beauty and artistry. These Chinese-style verses underscore the deep-rooted bond between “Jordan Sports” and traditional Chinese culture.