Chapter 27: The First Endorsement

After Adidas ended its partnership with Chinese football, Nike became the official sponsor of Team China, and with its prior Super League sponsorship deal, Nike has now become the largest sponsor of Chinese football. Football, hailed as “the world’s number one sport,” has recently become the new darling of the business world, a shift closely tied to national policies. According to industry insiders, the football sector is expected to reach at least two trillion yuan in scale, and the broader sports industry chain is poised for new growth opportunities. Given the current football fever and the market’s optimism toward the sports industry, major sports brands are all striving to hitch a ride on the rapid development of Chinese football and sports, and domestic brands are no exception.

361 Degrees Group is a comprehensive sports goods company that integrates branding, R&D, design, production, and distribution. Its products include sports shoes, apparel, related accessories, children’s wear, and fashionable leisurewear. Established in 2003, the group, guided by its mission to become a globally respected brand, has already risen to become one of China’s leading sports brands. As an industry frontrunner, 361 Degrees believes that Chinese athletes should have access to their own high-quality, cost-effective football shoes. Their initial choice for brand ambassador was Yang Xu of Shandong Luneng, but in the end, they set their sights on Dai Zhiwei, who had just begun to shine this season. With his dazzling skills and striking appearance, Dai Zhiwei was deemed the ideal spokesperson for their football campaign this year.

After Jin Chang negotiated the contract with 361 Degrees, Dai Zhiwei became their official ambassador, with a two-year endorsement fee totaling nine million yuan, four and a half million per year. While this doesn’t match the legendary seven million annual fee of the old captain Zheng Zhi, for a player who had only played professionally for a bit over three months, it was a handsome sum indeed.

Originally, 361 Degrees planned to shoot the commercial with Dai Zhiwei in early June. Dai had worried it might interfere with his training and matches, but as the national team’s training camp left him with two free days before reporting back to the club, the timing was perfect for the shoot.

All the cameramen and photographers for 361 Degrees were renowned figures in the advertising industry, though Dai Zhiwei hadn’t heard of them before. He arrived outside the pre-booked studio, where Zhang Huafeng, the company’s liaison, was already waiting.

“Hello, Mr. Zhang!” Dai Zhiwei shook hands with Zhang Huafeng.

Led by Zhang, Dai entered a modest five-a-side football pitch, which would serve as the set for this commercial.

“This is Gao Xiaojie, the director of the commercial, and this is Wang Jianghui, the cinematographer. These three young ladies are your co-stars: Zhang Jingwen, Yu Miao, and Song Yuting,” Zhang introduced the crew to Dai, one by one.

Though Gao Xiaojie was a woman in her thirties, her attire was as androgynous as her brisk, decisive manner. She walked up to Dai and said, “Hello, I’m Gao Xiaojie, the director. Have you read the script? We’ll begin filming shortly.”

The commercial was simple: Dai Zhiwei would teach three middle school girls—Zhang Jingwen, Yu Miao, and Song Yuting—how to play football. All would play themselves. Dai only needed to show off a few tricks; the lines would be dubbed in post-production.

Dai smiled and replied, “Of course I’ve read it. I’m not a professional actor, but I can tell it’s a clever concept.”

The makeup artist, following the director’s instructions, gave Dai’s appearance a touch of ruggedness, as if time itself had left its mark. Entertainment stars could afford to look a bit effeminate, but male athletes were expected to exude masculine vigor. Soon, Dai’s chin was shadowed with stubble, and his hair was slicked back with copious gel, giving his features a more chiseled look.

Dai wore a tracksuit resembling those of the national team, but since 361 Degrees wasn’t the official sponsor, it merely mimicked the style, with distinct differences in the details. The three girls, meanwhile, donned blue 361 Degrees jerseys, each with the numbers 3, 6, and 1 on their backs—perfectly reflecting the brand’s name.

“Ready? If so, let’s begin,” Gao Xiaojie said impatiently. She thought Dai looked just right in this year’s flagship jersey; it accentuated his physique and charm. Previous models had looked good, but their effect was too bland—no better than wearing an ordinary T-shirt.

Dai and the three girls each nodded, signaling they were set.

“Listen, you can’t just dribble forward blindly. You have to pay attention to your teammates’ runs, understand?” Dai instructed, sharing his experience as the three girls gathered around him.

Cinematographer Wang Jianghui adjusted the camera, aiming for the perfect shot.

“Cut! Zhiwei, you’re too stiff! Relax—don’t recite it like a textbook, just speak naturally,” the director called out.

Dai knew this was a basic commercial and most of his footage would be edited out, but as someone who’d only been a minor internet reporter in his previous life, he couldn’t help but feel awkward in front of the camera and the crew.

After several retakes, Dai improved somewhat, but still ended up with twelve outtakes for a commercial less than a minute long.

“Whew, this is more exhausting than a match!” Dai felt as if he’d been a puppet manipulated all afternoon.

He realized firsthand that to be an actor, the most essential trait was a thick skin.

“Very good!” Gao Xiaojie exclaimed, waving at Dai. “That was great—you really brought it to life!”

“Is it done?” Dai shook hands with the director. “Thank you for your guidance. It really is true—every profession has its own mountain to climb!”

“You did very well,” Gao Xiaojie replied with a smile. She found Dai refreshingly free of the typical arrogance found in professional footballers; he was as humble as any ordinary office worker.

“Some of those young TV actors aren’t as good as you!” she joked. “Ever thought of becoming an entertainer on the side?”

“I’ll pass, Director Gao. Please spare me!” Dai surrendered with a laugh. Yet being compared to those pretty-boy actors left him uneasy—after all, he considered himself a true man of iron.

As for those pretty boys, could they really be called men?

Throughout the shoot, Zhang Huafeng had waited outside. When Dai finished, he hurried over.

“Take a break, Zhiwei,” Zhang handed him a sports drink. “Next, we’ll head to the studio for some posters and print shots, and then stop by the company.”

“More work?” Dai shook his head with a wry smile. “Mr. Zhang, you really make us work for that endorsement fee!”

“Haha! After the photo shoot, we just need to get some precise measurements of your feet for your custom shoes. That’s all,” Zhang explained.

“That’s a relief,” Dai replied.

He’d had enough of being a model and commercial actor for one day.

Once, he’d even fantasized about entering show business after being reborn, but it was now clear he had no such talent.

“It seems I’m better off sticking to football!”