Hong Kong high jump record holder Cecilia Yeung is one of the stars of a new Nike advertising campaign for the China region encouraging women to break boundaries, challenge stereotypes and overcome prejudice.
The 24-year-old is one of several prominent female athletes featured, alongside China’s two-time tennis grand slam champion Li Na, boxing star Cai Zongju and Chinese national team basketball captain Shao Ting.
The advert sees Yeung, who is a full-time athlete and model, morphing from walking down the catwalk to running and leaping over the high jump bar.
“How can you earn a good living with the high jump? You should just be a model. Can you still break records?” Yeung says sarcastically.
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The Nike advertising campaign also brings Yeung back to the start of her athletic career. She is plastered on a 32-storey Chinachem Century Tower hoarding overlooking the iconic Wan Chai Sports Ground, getting ready for her stride towards the bar.
“Wan Chai Sports Ground is a witness to my athletic career,” Yeung said.
“From ranking last at my first open competition, to successfully leaping over 160 centimetres, 170cm and 180cm; from joining the Hong Kong team to breaking the Hong Kong record.
“I truly believe this is the place where all top local athletes embarked on their sports journey.”
Yeung also appeared at the Inter-School Athletics Competition at Wan Chai Sports Ground earlier this week to cheer on young local athletes.
“Since pioneering the first women’s marathon at the 1984 Olympic Games, Nike realised the challenges that women face and has since been committed to giving women and girls the opportunity to unleash their full potential and spread their wings – on and off the field,” a statement said.
The Nike video advert, titled ‘Too Far’ is Not Enough, has already racked up nearly 200,000 views on Nike Hong Kong’s YouTube account, and nearly 100,000 views on its Instagram account within one day.
“Be obedient and behave more gentle,” says Li, the first Asian player in the International Tennis Hall of Fame.
“You’re too arrogant and always act like a big shot. Being a woman is simple as there are always people who want to teach you how to act. Get a stable job and it’s not too bad.”
IBF world minimumweight boxing champion Cai Zongju says “no one will marry you if you are a boxing queen, you just look like a man – this belongs to the men’s world” before she furiously punches the camera to the canvas.
“Not satisfied to have a PhD degree and you want to be the MVP? Why not find someone to marry as early as possible?” says China basketball team captain Shao Ting, who has a PhD in education studies.
Rock climber Nina Guo says: “Too weak and you keep saying you have depression. You always think too much on one side. What’s the use of rock climbing?”
“Row a boat across the Atlantic? Are you crazy? Or day dreaming?” says a member of women’s rowing team Kung Fu Cha-Cha, who hold the world record for rowing across the Atlantic.
Paralympic skier Lan Tian says: “You can’t even walk but you want to learn to ski. It’s too dangerous and looks like showing off.”
