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China's Incredible Athletes Push It 'Further Than Ever' in Powerful Nike Spot

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Wieden + Kennedy Shanghai and Academy Films get into the minds of some of China's biggest athletes as they overcome doubts and judgement

China's Incredible Athletes Push It 'Further Than Ever' in Powerful Nike Spot
Nike has showcased a number of incredible Chinese athletes in its latest spot, entitled 'Further Than Ever.' 

Created by Wieden + Kennedy Shanghai and produced by Academy Films, the sleek film gets into the minds of a range of athletes - showing how they're capable of overcoming doubts, judgement, and pessimism. Directed by Ian Pons Jewell, the short proves that 'Each time they say 'you're going too far' ... push further.'

The spot features: 

Li Na, the first Grand Slam singles champion from Asia and the first to break into the world’s top 10 despite constant critique about her career choices and outward personality, she rose to become an icon in Chinese sport.

Lan Tian, paralysed from the waist down, took up skiing despite pressure from doctors and family and went on to live independently without support.

Shao Ting, WCBA basketball champion and PHD graduate, breaking the stereotype in China that a woman shouldn’t aspire so highly.

Nina Guo, blogger and climber, broke the rules by talking publicly about how climbing has helped her overcome many of the obstacles faced by mental illness.

Cecilia Yeung, born into a poor family, pressured not to pursue sport due to the difficulty in making a living from it. Ended up as the HK high jump record holder, the first full-time high jumper in HK and broke the HK high jump record three times in one day.

Wang Shuang, despite pressure from family and local coaches not to leave home, she became the first Chinese female football player to play outside of China and AFC Women’s Player of the Year.

Kung Fu Cha Cha, the first Asian team to row across the Atlantic, the youngest team to cross the Atlantic and the first female champions who broke Row Like A Girl’s record by 6 days.

Can Zongju, became the the greatest boxer in Chinese history and the second best female boxer in the world.
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Music Company: SIREN Music London

Performer: Budapest Scoring Orchestra

Mix: Tim Harrison

Composer/Arranger: Guy Farley

Orchestrator: Rich Jones

Music Producer/Supervisor: Sean Craigie-Atherton

Sound Design: Charles Monnet

Voiceover Recording & Supervision: Big Knows Shanghai


Edit Company: Assembly Room UK

Edit Assistant: Stanislav Semeniuk

Producer: Daniel Breheny

Post Production / VFX

Post Production Company: MPC

VFX Supervisor: Barry Greaves

Colourist: Richard Fearon, Nikola Stefanovic

Creative Director: Barry Greaves

3D Lead: Chris Kalata

3D Supervisor: Jacob T Oommen

3D Team: Alexey Petryaev, Yao Zhang, Isaac Liu, Chamishka Gamage, Aram Hakze

2D Supervisor: David Rouxel

Executive Producer: Jamie Loudon

VFX Producer: Alvaro Montenegro

Colour Producer: Leianna Campbell

2D Team: James Corden, Qiu Cheng, Tingting Su, Robin Liu, Eason Wu Comp Leads

Compositing Artists: Marielle Santens, Madhuka Gunasekera, Allegra David, Minnie Chen, Iman Javaherypour, Karthik S, Amresh Kumar, Shalwin Shaiju, Vaishali Awaghade, Saravanan D, Manideep Sanisetty

DMP: Radhakrishna R (Lead), Gowri, Bakiyaraj P

Roto: Sudev

Senior Producer: Pooja Pandya (Line Producer)

Production Coordinator: Meghna Shetty

Production Company

Production Company: Academy Films

Director: Ian Pons Jewell

Executive Producer: Medb Riordan

Producer: Jon Adams

DOP: Mauro Chiarello

Choreographer: Eddie Clements

Editor: Gaia Boretti

Sound Design: Anthony Moore, Jon Clarke and James Utting @ Factory

Art Director: Olly Williams

Wardrobe Stylist: Victoria Mesenbrink

Production Service

Production Service Company: Playfull

Executive Producer: Wolfie Wong

Producer: Carson Ng (Local)

Line Producer: Areta Mak

Production Manager: Bugs Hartley / Manley Hua

Production Coordinator: Steven Chung

Location manager: Kevin Liu

Production Designer: Olly Williams

Art Director: Billy Kong (Assistant)

Prop Master: Zhang Feng

Props: Zhou Hui (Assistant)

Wardrobe stylist: Zhou Yu, Jolene Ang (Assistant)

Hair & Make-up Artist: Keke / Xiao Nan

Gaffer: Dickson Lim


Sound Company: Factory Studios London

Producer: Lou Allen

Sound Design: Anthony Moore, Jon Clarke and James Utting

Creative Agency

Creative Agency: Wieden + Kennedy Shanghai

Executive Creative Director: Ian Toombs, Vivian Yong

Creative Director: Matt Skibiak, Dong Hao

Copywriter: Ruby Li

Art Director: Josh King

Planner: Carina Huang (Junior)

Senior Copywriter: Matt Meszaros

Junior Art Director: Moon Qi

Executive Producer: Bernice Wong

Film Producer: Bernice Wong

Art Buyer: Juni Zhu

Senior Planner: Leon Lin

Business Director: Dino Xu

Associate Account Director: Chuck Xu, Qinna Ye

Account Executive: Laura Yu

Head of Design: Fish Ho

Designer: Meng Meng, Zhangzhe Peng

Business Affairs: Jessica Deng, Kathy Zhan

Senior Production Manager: Vic Zhang (Studio)

Senior Producer: Stone Xue (Senior Studio Print Producer)

Retoucher: Lee Chang Qing / Linda Zhang

Artist: Austin Hu (FA)

Genres: People, Action

Categories: Clothing and Fashion, Sportswear

Academy Films, Tue, 25 Jun 2019 15:35:04 GMT