Bottega Veneta Taps Top Chinese Athletes for 520 Campaign

is betting on high-achieving Chinese athletes with major followings to boost the brand’s visibility during China’s own Valentine’s Day, May 20, which sounds like “I love you” in Chinese, amid a challenging retail landscape.

Shot on location in Shanghai and Chongqing and depicting themes of love, anticipation and reunion, the campaign was inspired by local architecture and public space, as the camera followed the three traversing neighborhoods and buildings on their way to meet someone special.

Xu is an accomplished professional table tennis player. He reached his career-high singles ranking of world number one in January 2013 and won the men’s team gold medal at the 2016 Summer Olympics alongside Ma Long and Zhang Jike. Following a slew of major brands suffering from the fall of top entertainment personalities acting as their ambassadors in China for various reasons, such as Kris Wu, Zheng Shuang, Zhao Wei and Fan Bingbing, it’s been a common practice for brands to work with athletes to attend events and promote new products in the market. They are generally considered safer options with wider and longer-lasting appeal.

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