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In China, the broadcasting of NBA games thirty years ago brought sneaker culture to the Middle Kingdom along with it – created by a passion for the game, and Air Jordan. But times eventually changed, and so did the culture. Legendary players retired, and the dramatic advent of digital commerce led to the ubiquity and commoditization of sneakers. As a result, young Chinese consumers no longer saw sneakers as something rare to be coveted, and a culture that was once fueled by passion had lost its soul. So when Nike Sportswear and Jordan Brand wanted to celebrate ‘the past, present, and future of basketball’ with a month-long release of its 12 Soles capsule, we knew we couldn’t rely on the allure of the collection alone. 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