By Zhuobei Luoxiang
What is the sporting spirit of the Chinese people? Some say it’s the Spirit of the Women’s Volleyball Team, others point to the Spirit of Table Tennis. Whatever the case, the sporting spirit and character of the Chinese people have long been known for their vigor and vitality — embodying both the boldness of “gazing northwest toward the Heavenly Wolf, bow drawn taut,” and the fighting will expressed in “to forge heroes’ resolve, one must understand the weight of victory and defeat.” When classical tradition meets modern sports, even established sportswear brands can burst forth with renewed energy. The national brand Qiaodan Sports began seeking out China’s own sporting soul within its classical roots at the start of March.
Poetry Meets China Jordan is a marketing campaign launched by Qiaodan Sports in early March, showcasing a strong blend of traditional Chinese culture and the spirit of sports. It aims to combine classical imagery with modern athletic values, revealing a unique cultural essence of Qiaodan Sports that goes beyond the ordinary.
Among the poetry pieces released by Qiaodan so far, there are both the majestic lines like “Qiao Feng ties grass at Yanmen Pass, as Han and Khitan destinies entwine in strife,” and the romantic expressions such as “Xiao Qiao gazes into her makeup mirror, hennaed fingers yearning toward the east, thoughts drifting to the land of Wu,” where classical verse deftly weaves in the brand name “Qiaodan,” offering a refreshing touch of creativity and inspiration.
