The documentary Dare is the integrated centerpiece for Nike China’s Olympic campaign. At a time when China is preparing to host “The Perfect Games” in this summer’s Olympics, Dare talks about something that is not easily discussed in China – failure. Linking stories, experiences and commentaries from members of China’s first Olympic team in 1984, to the current generation of athletes, Dare challenges China’s deep cultural fear of losing face by celebrating sports culture and the heroism and acceptance of failure. It celebrates the individual, the ones who challenge conformity by daring to risk failure by trying vs. not trying at all.

The campaign featured the documentary Dare, TVCs, outdoor media and digital communication. The documentary and TVC’s premiered on China’s only national broadcaster CCTV, the most heavily censored and regulated media channel in the world. Following the launch, the documentary and TVC then aired in prime time across regional and local networks, further enhancing the national coverage of CCTV. All the elements – TVCs, documentary, and trailers were distributed via online BBS, file-sharing sites as well as out of home LED installations. Finally, limited edition DVDs including the documentary and bonus footage were distributed throughout flagship Nike stores across China.