Nike’s 2024 Paris Olympics campaign featuring Chinese tennis sensation Zheng Qinwen has been near ubiquitous on social media feeds and outdoor screens across China since her debut at the Games, where she became the first Asian tennis player to take home an Olympic gold in singles.

With a masterful sense of timing, Nike staggered the release of a series of slogans over the competition, conveyed via bold, minimalist posters that made a powerful impact. Messages like, “There’s only one souvenir I want from Paris,” and “Winning is always the answer,” captured the essence of Zheng’s fierce determination and Nike’s brand ethos.

When Zheng clinched the women’s singles gold medal, Nike’s celebratory post garnered over 142,000 views in 10 days. Her stellar performance didn’t just bring her glory on the court – it ignited Nike’s campaign, creating a wave of engagement and visibility across digital and physical channels. Chinese netizens praised Nike’s campaign, with many noting how the slogans resonated deeply. T-shirts emblazoned with these slogans quickly became highly sought after on social media, a testament to the campaign’s cultural impact.

In the Chinese market, aligning with athletes is almost a prerequisite for brands aiming to stay relevant. Zheng emerged as this year’s unexpected star, defying expectations and bringing home Olympic gold. Brands that had the foresight to partner with her – like Balenciaga, Wilson, and Rolex – found themselves riding high on her success, with Nike standing out as the clear leader.