Word: hip-hop
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...with Nike tournaments around the country and concluded with the question, "Is this you?" The viral advertisement drew 5 million e-mails. Nike then aired TV spots contrasting Chinese-style team-oriented play with a more individualistic American style, complete with a theme song blending traditional Chinese music and hip-hop...
Starting in 2001, Nike coined a new phrase for its China marketing, borrowing from American black street culture: "Hip Hoop." The idea is to "connect Nike with a creative lifestyle," says Frank Pan, Nike's current director of sports marketing for China. The company's Chinese website even encourages rap-style trash talk. "Shanghai rubbish, you lose again!" reads a typical posting for a Nike League high school game. The hip-hop message "connects the disparate elements of black cool culture and associates it with Nike," says Edward Bell, director of planning for Ogilvy & Mather in Hong Kong. "But black...
Thanks in part to Nike's promotions, urban hip-hop culture is all the rage among young Chinese. One of Beijing's leading DJs, Gu Yu, credits Nike with "making me the person I am." Handsome and tall under a mop of shoulder-length hair, Gu got hooked on hip-hop after hearing rapper Black Rob rhyme praises to Nike in a television ad. Gu learned more on Nike's Internet page and persuaded overseas friends to send him music. Now they send something else too: limited-edition Nikes unavailable in China. Gu and his partner sell them in their...
...iAudio U2 is one of the only flash players with a rechargeable lithium-ion battery and comes in a jazzy red ($149 for 256 MB) and cool blue ($199 for 512 MB). And the upcoming Rocbox ($160 for 256 MB) from Roc Digital, a new company formed by hip-hop and fashion mogul Damon Dash, will come in a limited-edition pink tone when it goes on sale in November at CompUSA and Macy's. With so many styles to choose from, flash-based MP3 players are looking as fashionable as iPods...
...series that starts Nov. 8. America is superbly written and thoroughly researched. Yet its power draws from the commonalities it finds between, say, Isaac Merritt Singer, whose sewing-machine firm was the first U.S. multinational in the 1860s, and Russell Simmons, the rap producer who took hip-hop global in the 1990s...