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CR7 x China

Rosie Lee were asked to develop the visual identity, animations, and spatial installations for Cristiano Ronaldo’s first ever Chinese promotional trip.

July 2017 was the first time that the world-leading athlete has visited the country for a solo tour, and the work that we produced aimed to similarly celebrate his sporting milestones. Alongside Nike Brand Design and local typographers, we created a suite of assets that highlight the speed and explosivity of his play and its contribution to the 75 goals he has scored for Portugal.

Our designs were displayed across both tour destinations and at Nike’s flagship Shanghai store. The store, previously home to our Air Max Day campaigns, was outfitted with installations that commemorate his achievements in international football as well as his signature boot silhouette – the Nike Mercurial Superfly – which we’ve constructed from over a thousand individual rods of metal.



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