Staff Reporters
Nov 27, 2018

Dribble and shoot for the stars with new Nike China LeBron James ad

The new campaign aims to empower Chinese fans to the sports pitch and beyond.

Dribble and shoot for the stars with new Nike China LeBron James ad

In February this year, Fox News host Laura Ingraham used her show “The Ingraham Angle” to criticise NBA player LeBron James for talking politics, serving him with her tagline “Shut up and dribble”.

James, whose net worth is estimated at US$450 million, took the line and turned it into the title of a new documentary series that he has produced with Showtime about basketball’s historic links with political activism, which aired this month. 

Now James and Nike, who signed a lifetime deal together in 2015 that was thought to be the first contract of its kind in the brand’s history, have released their latest campaign in China also riffing on Ingraham’s comment with a series of OOH ads called ‘DRIBBLE &_____’. The ads were produced by Wieden+Kennedy Shanghai. 

The ads appear in Shanghai, Beijing, Nanjing, Chengdu, Harbin, Tianjin, Hangzhou, Chongqing and Suzhou, and the slogan is also being marketed on shirts, which can be personalised by filling in the blank as the wearer likes.

 
CREDITS
 
Nike China

Nike GC VP Marketing: Steve Tsoi

Nike GC Senior Creative Director: Simon Lee

Nike GC Brand Communications Director: Che Lin

Nike GC Brand Communications Manager: Michael Chien

Wieden+Kennedy Shanghai

Executive Creative Director:  Ian Toombs, Vivian Yong

Creative Directors: Matt Skibiak, Dong Hao

Art Director: Zhong How

Copywriter: Matt Meszaros

Head of Integrated Production: Sanne Drogtrop

Producer: Angela Liu

Senior Planner: Leon Lin

Business Director: Dino Xu

Account Manager: Shawn Kai

Account Executive: Max Ma

Business Affairs: Jessica Deng, Kathy Zhan

Head of Designers: Fish Ho

Designer: Moon Qi, He Fan

 

Related Articles

Just Published

1 day ago

Tech Bites: Week of September 26, 2022

News from McLaren Racing, IAB Australia, CNN and more.

1 day ago

Campaign Creation Stories: How retailer Bananain ...

Chinese retailer Bananain and agency partner Goodzilla speak at length about their richly produced campaign that marries noodles with summer clothing.

1 day ago

Harnessing the power of SPO for programmatic campaigns

As more brand advertising spend flows into the programmatic ecosystem, players on both sides of the industry are beginning to rebel against complexity and demand transparency and efficiency across the supply chain.

1 day ago

Women to Watch 2022: Elayne Gan, Dow Jones

Recording incredible growth in the pandemic is no mean feat, and Gan boasts a massive 60% revenue growth since taking over the head of sales role in 2019.