Nike: Badge of Honor

In China, parents want their kids to have fun playing sports but are nervous about the possibility of them getting hurt. So this Children's Day Nike is offering a symbol of their dedication to sport in China called the Nike "Badge of Honor.” The Badge of Honor is a series of specially designed bandages available free after the purchase of Nike "Young Athletes" products at selected Nike retail stores. 4 sets of 14 bandages were designed for basketball, running, football and skateboarding. They were packaged in specially designed sleeves that unfold into comic strips telling fictional stories of young athletes who played hard, fell down and then found the courage to get back up again. On the packages they included links to animated versions of the stories that featured Nike athlete cameos such as the nation's fastest sprinter Su Bingtian, the goalkeeper of the China Women's football team Zhao Lina, popular high jumper Zhang Guowei and veteran basketball player Yi Jianlian. Agency: Wieden & Kennedy Shanghai.