Liu Xiang equals the world record to take gold in the 110m hurdles in Athens (© Getty Images)
Liu Xiang’s World record equalling 110m Hurdles Olympic win last summer was one of the highlights of the Athens Olympics, yet it is impossible for most western observers or for that matter anyone outside China to fully comprehend just how dramatic his rise to national stardom has been during the last four months of 2004.
Marketing dream
Far beyond the expected long list of 'athlete of the year' awards and honours which have been bestowed on the 21 year-old by various national and regional bodies within China, Liu Xiang is now a household name. He is a marketing man’s dream whose name has reached a level of national recognition that would be the envy of many Hollywood film stars or basketball heroes in any comparable American context.
As reported by the Chinese news agency Xinhua, the Shanghai native, China's first-ever male Olympic gold winner in track and field, is believed to have earned millions of U.S. dollars from endorsements of cars, motorcycles, tobaccos, clothes, mobile phones and soft drinks.
Since the Olympics Liu Xiang has been invited to sing at pop stars' concerts, give lectures to high school students and fellow athletes and even shoot a movie, and although having never attended a class in a college, the Olympic champion was awarded a free entry in October to study for a doctor's degree by Shanghai's East China Normal University.
"We received numerous calls everyday from all kinds of people," said his coach Sun Haiping. "We could not go on like this. It will destroy Liu. Nearly a month after the Olympics Games, we decided not to attend any social things. Training is most important."
Government recognition
Liu Xiang’s profile has also been recognised in Chinese Government circles, as he was co-opted to help boost national fervour during elections in the semi-autonomous economic region of Hong Kong during the autumn. More recently, Liu Xiang has been used to front a public campaign to increase awareness about environmental protection. Deputy Secretary General of China's Environmental Protection Foundation, Zhou Guiling, hopes that with high profile stars like Liu Xiang involved as ambassadors more ordinary Chinese will get involved in protecting the environment.
Staying calm
"Liu Xiang is a hero, a super hero. He is the pride of China," confirms Dr. Chaoyi Luo, the General Secretary of the Chinese Athletics Association. It is a statement which succinctly sums up the pressure now on Liu Xiang to continue to perform well.
Liu Xiang admits that the demands of his new found celebrity status have altered his whole life and that he is finding it harder to concentrate on his sporting career amongst all the national fuss.
"The victory in the Olympics has changed everything for me. But the Athens Olympics already belongs to the past. I need quiet conditions for training, and to look forward to the Olympics to be held at home in four years' time. I'm going to keep myself calm."
"My goal is to set a new World record. I believe I have the potential. I'm still 21 and you will peak at around 25.”
However, his coach is my cautious. "If he maintains such good form, I believe Liu will have a serious chance to break the World record in 2006," said Sun Haiping.
Liu Xiang returned to his preparations for 2005 at the start of December, travelling away from Shanghai to Beijing for a training camp in the Chinese capital. Central to his focus for 2005 is of course the World Championships in Helsinki but for the first time in his career Liu Xiang also plans to compete in the entire TDK Golden League circuit.
"It's a new challenge for Liu Xiang," Yu Weili, a deputy head coach of the Chinese athletics team said at the end of last year. "Liu is not a newcomer for the Golden League, but next year's event will be the first time that he enters all six stages."
Chris Turner and Xinhua for the IAAF