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2008年奥运会刘翔因伤退赛,本届奥运会刘翔再次因伤退赛,或许是有了2008年的经验,本届奥运会刘翔退赛后,其赞助商迅速更换了以刘翔为主打的广告。2008年,刘翔退赛后,耐克反应迅速,在12小时内做出了新创意广告,制作了以“爱比赛、爱拼上所有的尊严、爱把它再赢回来、爱付出一切、爱荣耀、爱挫折、爱运动,即使它伤了你的心”。为广告词的新广告。该广告当时反响热烈,不少媒体竞相报道。
Liu Xiang 2008 Olympic Games due to injury retirement, the current Olympic Games Liu Xiang once again injured due to retirement, perhaps with the experience of 2008, the current Olympic Games Liu Xiang retired, the sponsor quickly replaced by Liu Xiang based advertising. In 2008, Liu Xiang retired, Nike responded quickly, within 12 hours made a new creative advertising, produced a “love competition, love spell all the dignity, love it to win back, love to give everything, love Glory, love frustration, love sports, even if it hurts your heart. ” New ad for the ad. The advertisement was enthusiastic, many media reports.