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To hear the team at Nike China describe it, the country’s attitude towards children can be woefully coddling. But the young stars in Nike Shanghai’s latest campaign, created by R/GA Shanghai, are not playing around.
“You think we’re just kids,” opens the voice-over in the centerpiece anthem, as a series of kid athletes stare purposefully at the camera. “That we need to be protected.”
The 1:00 launches into an increasingly defiant montage, as a runner, boxer, footballer and basketball player—all aged 10-13 years old and real-life athletes—seek to show all the condescending adults in their lives just how tough they really are.