US firms are using sponsorship deals with Olympic athletes to create "Go China" campaigns. The campaigns are encouraging Chinese athletes to win their events, using highly produced videos, giant billboards and websites. Two of those firms are Nike and Coca-Cola and one athlete pushed by both is the Nets' Yi Jianlian, who's featured in Nike's "Go for It" and Coca-Cola's "Let's Get Red!" campaigns.
- Western Olympic Ads Cheerlead for China - New York Times
- The Power of Yi - Nike Basketball
- Let's Get Red! (video) - Coca-Cola