How Nike figured out China

I am just reading this good Time’s article.

Extract: "Nike swung into action even before most Chinese knew they had a new hero. The moment hurdler Liu Xiang became the country’s first Olympic medalist in a short-distance speed event — he claimed the gold with a new Olympic record in the 110-m hurdles on Aug. 28–Nike launched a television advertisement in China showing Liu destroying the field and superimposed a series of questions designed to set nationalistic teeth on edge. "Asians lack muscle?" asked one. "Asians lack the will to win?" Then came the kicker, as Liu raised his arms above the trademark Swoosh on his shoulder: "Stereotypes are made to be broken." It was an instant success."

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