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Gray awareness in China where the average consumer is death, unlucky and other negative feelings and emotions linked. It is the accumulation of thousands of years of Chinese culture in the minds of consumers in the map. This inherent cultural awareness, regardless of gender and age, whether or not Adidas target customers, is an objective reality. People are social and cultural products, even though Adidas target customers, no matter how rebellious and heterogeneous, they can not live in a vacuum inside the culture. When the Adidas ad in gray to represent the virtual world, represents the majority of Chinese citizens, the virtual cheap jordans for sale world was consumer alienation as "hell", "hell", the consumer's mind the door has been completely closed for Adidas, Adidas wanted spirit of the brand through advertising delivered, the brand concept in the consumer's mind closed gate driven to the wall, without success. 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