Nike Shoe Inspired by Liu Xiang’s Soul

Before a buzzing crowd of Chinese media and fans, Nike and Weber Shandwick Shanghai unveiled the Air Zoom Liu Xiang Trainer—a shoe designed to fit more that just the athlete’s foot.

Nike designer Leo Chang created the shoe specifically for Athens 110-meter hurdle gold medalist Liu Xiang. “Don’t just put my name on a shoe” were his initial instructions to Chang as they started designing Nike’s first global signature running shoe. In addition to being equipped with technology specific to Liu’s sport, the shoe’s retro design was re-tailored from sole up with classical Chinese elements, symbols of Liu’s personal interest and memorabilia of his milestones.

In order to keep the spotlight on the shoe’s personal design, Weber Shandwick’s sports team helped Nike create a talk show-format press conference to launch the new product. This approach enabled Liu and Chang to share the story behind the creation of the shoe.

Of particular focus were Liu’s own ideas, which provided the basis and inspiration for the final design. Additionally, the press conference venue was decorated with traditional Chinese antiques that reflected the shoes’ retro Chinese styling and Liu’s personality.

The online community was an important part of the campaign. Weber Shandwick collaborated with Nike’s digital division to create a Liu Xiang mini site on Sina.com, which allowed consumers to create a Liu Xiang shoe from their own knowledge of Liu’s accomplishments and personal interests. More than 2,000 participants joined the online program, and the creators of the top-five designs were invited to the launch event.

Weber Shandwick also arranged media interviews with Liu and Chang, resulting in massive amounts of positive coverage of the new Nike products. There were more than 100 clippings in top-tier media and positive coverage on the Internet. Television coverage was also strong, with more than 15 mainstream television stations such as CCVT-9, CCTV-5 and STV covering the story in depth.

China’s all-star hurdler Liu Xiang holding the custom shoe