Nike follows Liu Xiang pullout with new campaign

The revamped work features a blank faced Liu, flanked by new copy which ends “Love sport even when it breaks your heart.” Reportedly, all Liu-related print ads will feature this creative, while the TVC’s have been redubbed with the new copy.

Liu earlier withdraw from the Games following an injury, sparking widespread disappointment in the mainland. He currently endorses a range of brands, including Visa and Coca-Cola, which have also rallied behind the star with public statements of support.