On May 31th 2008, Nike jump-started the Olympic Spirit by bringing together the Best Chinese athletes and Beijing’s most iconic landmark to celebrate their achievements and to inspire the Nation.
A choreographed slideshow of China’s Golden Athletes has been projected on 4 columns of the CCTV building, facing the west side and the south side. The building is one of the most interesting architectural developments in Beijing and has been developed by Rem Koolhaas.
Three of the columns featured the athletes in their competitive stance, to reflect their readiness and determination, while the fourth column featured the graphic motif from the competition gear, focusing on “China”.
This was the first time the public got to see the athletes in their Olympic competition gear, representing their country as they tower the CCTV building. Via Sartorialab/UrbanCamou.
Watch the video here below.