The campaign launches with print and online, before climaxing with a music video timed for release to coincide with a three-on-three basketball tournament in Beijing. According to Jason White, Nike account director at Wieden & Kennedy China, the initiative taps into the insight that Beijing basketballers are among the proudest in the country with a strong heritage in the sport.
Written and produced by Beijing-based hip-hop artist MC Webber, the song and clip depict three youths taking on an increasingly large number of challengers, before finally emerging victorious.
"It doesn't come across as advertising, it's really something that will fit in well with the youth culture especially as basketball and hip hop go hand in hand," said Frank Hahn, creative director at Wieden & Kennedy.
