Based on the ‘Nike training’ theme, the show will see 24 talented young Chinese basketballers travel to the US to meet Kobe Bryant and train with top US basketball coaches.
“We want to encourage kids to train for sports and not just watch the Olympics on TV,” said Nancy Pan, communications manager at Nike China.
“We want to encourage kids to train for sports and not just watch the Olympics on TV,” said Nancy Pan, communications manager at Nike China.
The ‘Kobe Mentu’ (Kobe’s Disciples) campaign encompasses an integrated drive developed by Wieden & Kennedy.
The campaign includes out-of-home, TV, print, digital and PR.
The reality show will air on CCTV 5 between 18 and 25 May. The creative work is centred on Kobe, playing basketball among swirls of black ink, reminiscent of Chinese calligraphy, with the Kobe Mentu logo and the Nike swoosh on either side of him.
The TVC, entitled ‘signature moves’, plays on the same aesthetic. MindShare is handling media duties.
“Kobe is a hero to these kids, not just because he’s a great player, but also because he really puts in the time off the court to make sure that he’s the best,” said Pan.
Thirty players between 12 and 25 were selected from hundreds of applicants at tryouts in Shenyang, Guangzhou, Beijing and Shanghai.
They were then flown to Beijing where six more were eliminated before the final 24 flew to Milwaukee to watch a game with Chinese NBA star Yi Jianlian, then onto LA to train with Bryant. In Beijing, a final game will crown the ultimate ‘Mentu’.
However, Pan claims, the campaign should not be viewed as a basketball version of American Idol.
“We’re not looking for the next international basketball star. We’ve deliberately chosen kids who have really different styles and levels of experience.”
The disciples will also be used in the online campaign, which will feature training tips and routines.
