Airing on CCTV 5 between 18 and 25 May, this campaign is thought to be one of the first initiatives of its kind in mainland China.
"This campaign is aimed at the kids who live, breathe and dream basketball," said Nancy Pan, communications manager at Nike China. The campaign is designed by Wieden and Kennedy in Shanghai, with Mindshare handling media. The show culminates with the crowning of the ultimate Kobe Mentu on 25 May.
"Kobe Bryant is known as the hardest training player in the NBA, and he's a real hero to these kids," said Pan. "These kids could be anyone - they're on all kinds of different levels in their game - but they all improve with the training they receive."
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"In addition to telling an inspiring human story on TV, we're sharing Kobe's training philosophy in print and OOH, and developing the training platform online," said a source.
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