It seems that the days when Nike simply encouraged us to “play” are over. As the 2008 Olympics rear their head, Nike – at least as represented in their advertising here, through J. Walter Thompson in Shanghai – is opting for a more competi-tive feel. On a market, a Chinese housewife is seen haggling over the price of meat with a butcher. He tells her to go elsewhere if she wants a cheaper bargain. She does so immediately – taking off as if she were competing in a walking competition and is joined by another sportive housewife who tries to “outwalk” her. Ends on the Nike logo and the super: “2008ing.”