ONE-TO-ONE MARKETING: Nike targets troubled teenagers

The basketball league, which is in its seventh year, is part of the brand's effort to connect with local youth.

According to Florance Yip, marketing manager at Nike, the league attracted some 4,500 applicants last year. "The majority of these applicants used the internet to apply, and only a small number of entries were received by mail, so we are having a big push on the web," said Yip.

The campaign, which includes radio advertising, is based on the thinking that Hong Kong's young basketball players, like other teenagers around the world, are in search of an "identity" and a "sense of belonging".

"Teens seek their identity at school and at home. They want to be 'somebody' and they want acceptance. We're using this idea to recruit them for the league," added Yip.

Teens can access the Nike website (nike.com.hk/basketball) and can create their online 'profile' or image using various facial features and Nike gear.

A multi-player game has also been developed by e-marketing company e-Crusade.

The company's director, Venus Lee, said: "While the multi-player game platform is very popular among teenagers, the application of creating it in a brand website is really very challenging."

Nike will also launch sports marketing activities, such as visits by athletes to local schools, around the event.