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Darren Rovell brings you his unique take on the business of sports: a multi-billion dollar global industry and obsession full of personalities and products. On Sports Biz, Darren will give you his up-to-date take on everything from salaries to endorsement deals to marketing and promotions, trades and tirades – in short, everything that makes sports so exciting.

Nike To Run Liu Xiang Ad On Tuesday

Published: Monday, 18 Aug 2008 | 2:29 PM ET

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By: Darren Rovell
Sports Business Reporter

Despite the disappointment of one of their biggest endorsers, Nike [NKE Loading... () ] will salute hurt Chinese hurdler Liu Xiang tomorrow -- instead of hoping that he'll disappear.

This is the type of thing that makes Nike a leader in sports marketing. When the other sponsors privately cringe at the thought of one of their top guys going down, the folks at the Swoosh actually think, "How do we spend on this and turn it into a great human moment that appeals to people?"

The print ad, which will appear in The China Daily and a few local papers here in Beijing, will have Liu Xiang's face and will contain the following copy (in Mandarin):

Love competition.

Love risking your pride.

Love winning it back.

Love giving it everything you've got.

Love the glory. Love the pain.

Love sport even when it breaks your heart.

Just Do It.

_______________________________________
Other Xiang sponsors:

- Coca-Cola [KO Loading... () ]