Nike | Come Out of nowhere

Moving Nike from elite to relatable.

SET-UP

With overall participation in sport declining amongst youth, Nike wanted to inspire kids to lace up and play basketball during the 2016 NBA season. We had to show them that they didn’t need to be the next LeBron James to play, they just needed a passion for the game.

STRATEgy

While LeBron is a driving force of the game, he is in a league of his own and his status is untouchable to kids. But what about the Rookies? The ones who just broke into the league? They were an undeniable current of change, taking over the court with jaw dropping moves that redefined the parameters of their positions. They weren’t household names quite yet, but by the end of the game, everyone knew who they were. Just when you thought you knew how a game would go, these players would come out of nowhere and strike. They made you rethink what was possible.

We chose to build the campaign around the young guns of the game, telling stories about how they rose from the concrete courts across America. With their origin stories, we would democratize access to the game (it’s not just about LeBron) and show kids where basketball could take them — no matter where you came from. We dug deep into 17 players' stories to reveal raw, bold and authentic points of view about the game to inspire the next generation.

SUCCESS

The campaign kicked off with a TV spot that aired during the NBA tip off game, and the NCAA Paradise Jam. It was sustained by the Athletes, Nike, and its wholesale partners (House of Hoops, Dick’s Sporting Goods, and Eastbay) on social with over 230 pieces of content. By the end of the campaign, basketball moved from the least engaged category in Nike’s mobile ecosystem, to the most engaged.

My role included concept development, sell through, athlete story mining and interviews, as well as creative support during production and post-production. I was also responsible for developing the brand communications plan and content packages around each Athlete for roll-out.

Agency: Conscious Minds