The basketball campaign revolves around the Chinese phrase ‘ZhanQiLai’, which translates to ‘stand up’, and will include a special unveiling event at a specially designed ‘cage’ located in Shanghai arts hub 1933.
Developed by DMG, the basketball drive also includes a five-city tournament, online and out-of-home marketing.
While Nike is not an official Olympics sponsor, the US sports giant counts a number of Olympics stars, teams and federations as its endorsers.
It’s basically talking about the timing of the Olympics and it’s time to show your true colours, explained DMG chief creative officer Dan Mintz of the baskteball campaign. The fact that four of these guys are showing up to launch this is huge. It’s very meaningful because the US team lost last time - it’s a road to redemption for them.
Mintz added that the marketing drive stayed true to Nike’s guerrilla spirit. The problem with the Olympics is that it’s tough to grab, whereas Kobe is a person. That’s really what makes it so empowering.
Last month, Nike launched the largest campaign in the brand’s history, a global TV drive based around the Olympics, which also launches the Human Race event.
Nike hoops stars 'stand up' as Olympics approaches
SHANGHAI - Nike's Olympics ambush campaign is to begin in earnest with the unveiling of a major experiential marketing programme today featuring four stars of the US Men's Basketball team: Kobe Bryant, LeBron James, Chris Paul and Carmelo Anthony.
