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”.
'Shut up and dribble' — Fox News's Laura Ingraham to LeBron and Kevin Durant after their criticism of President Trump pic.twitter.com/0BlokQDIIl— Sports Illustrated (@SInow) February 16, 2018
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.
Nike GC VP Marketing: Steve TsoiNike GC Senior Creative Director: Simon Lee
Nike GC Brand Communications Director: Che LinNike GC Brand Communications Manager: Michael Chien
Wieden+Kennedy ShanghaiExecutive Creative Director: Ian Toombs, Vivian Yong
Creative Directors: Matt Skibiak, Dong HaoArt Director: Zhong How
Copywriter: Matt MeszarosHead of Integrated Production: Sanne Drogtrop
Producer: Angela LiuSenior Planner: Leon Lin
Business Director: Dino XuAccount Manager: Shawn Kai
Account Executive: Max MaBusiness Affairs: Jessica Deng, Kathy Zhan
Head of Designers: Fish HoDesigner: Moon Qi, He Fan