Nike champions HK spirit with star athletes in new campaign

Continuing the momentum of Nike’s “Why do it?” campaign, Nike has brought together 13 athletes from across different sports — all wearing the Hong Kong football team jersey to stand for the city, and to cheer for the home team. 

The participating athletes feature foil fencer Cheung Ka-long, swimmer Stephanie Au Hoi-shun, Vera Lui Lai-yiu (hurdles/athletics), breaking dancer B-boy Think, Christy Yiu Kit-ching (long-distance/athletics), Michael Tse Chun-yin (long-distance/athletics), Candy Tsang Hiu-tung (long-distance/athletics), Wong Tsz-to (triathlon), Crystal Vut Tsz-ying (long-distance/athletics), and basketball players Li Tsz-kwan, Kwan Hoi-pui, and Ma Tan-fung.

Together, they stand as the twelfth player — alongside the Hong Kong team and every fan who carries the same fire. These athletes share one unifying force — resilience.

Through the lens of “Why do it?”, Nike pays tribute to the spirit of Hong Kong’s athletes — a spirit defined not only by competition, but by belief, courage, and the relentless choice to begin. Every moment of action, every decision to start, writes a new chapter of Hong Kong’s story.

Whether pushing through pressure, overcoming plateaus, or standing on the edge of a final, they continue to choose persistence and purpose. Their strength reflects the purest form of the “Just do it” ethos.

"Every cheer. Every raised hand. Every heartbeat. All become echoes of the home crowd’s strength. This is more than support — it’s a spirit of courage, unity, and fearlessness," said Nike. 

Nike continues to champion Hong Kong Team — carrying the power of home into every match, every dream, and every new generation inspired to play.

MARKETING-INTERACTIVE has reached out to Nike for more information. 

Don't miss: Nike revives its rallying cry with 'Why do it?' campaign

Back in September, Nike reintroduced its iconic “Just do it” tagline to a new generation of athletes with the launch of its latest campaign, “Why do it?”.

The campaign reframed “Just do it” as a choice rather than an outcome, aiming to connect with young athletes navigating today’s pressures. It kicked off with a cinematic film featuring global sports stars including tennis star Carlos Alcaraz, football player Saquon Barkley, skateboarder Rayssa Leal, tennis player Qinwen Zheng as well as basketball players LeBron James and Caitlin Clark.

Narrated by American rapper and singer Tyler, The Creator, the 60-second spot portrays sport as an act of courage rather than perfection. Through clips spanning different disciplines, it showed athletes of all ages and backgrounds pushing past setbacks, trying again, and overcoming challenges.

The “Why do it?” campaign also serves as a recommitment to Nike’s founding belief that “when you show up and try, anything is possible”. It extends the legacy of “Just do it”, which debuted in 1988 and has since been associated with campaigns such as “If you let me play” (1995) and “Dream crazy” (2018). 

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