To support and celebrate Liu Xiang’s successful comeback for the Shanghai Golden Grand Prix and China’s 11th National Games, Nike has released a documentary titled Chase. The short film was produced by W+K Shanghai and is scored with three tracks from Chinese indie post-rock band and Neocha.com-user Wang Wen: Break the Car, Tian Jing (甜井), and 2005.1.26.
This is not the first time Nike has included Chinese indie music in branded / brand-sponsored content.
This a trend we are very happy to be seeing more and more of in China – commercial brands positively engaging with the local Chinese creative community. Nike, together with W+K, are helping lead the way. Bravo.
For a brief intro of / some background on Wang Wen, link here. To listen to more tracks from Wang Wen, link here. For more from Wang Wen on NeochaEDGE, link here. /// ZJ
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