By  on August 6, 2008

BEIJING — International athletic brands have jumped on the Chinese bandwagon, so to speak. In an attempt to connect with the huge market, Olympic advertising campaigns are tapping into nationalist pride, using cultural symbols and playing on Chinese slogans and idioms.

And there’s a lot to play for: a nation of over 1.3 billion people where the consumer market is projected to hit $8.8 trillion by 2020, according to a Credit Suisse report last year.

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