After the global success of Nike’s ‘Unlimited’ campaign, the sports brand has unveiled its next move: the ‘Hyper Court’.
Developed in partnership with BBH Singapore and Google, Nike’s new campaign has seen the creation of five smart basketball courts in the Filipino capital Manila.
Basketball is hugely popular in Manila, yet access to proper facilities is a challenge. In addition, mobile data can be costly. Nike’s new campaign features the first ever digitally-integrated courts, allowing players to view digital content data free on a specially developed platform.
Bridging the gap between offline and online experiences, players can view training programmes, coaching tips and Nike basketball content as they play.
US artist and illustrator Arturo Torres designed the courts with each featuring the identity of leading basketball stars LeBron James, Kobe Bryant, Kevin Durant, Russell Westbrook and Kyrie Irving. James' Facebook post about the campaign is featured below.
David Webster, BBH Singapore managing partner, said the new Nike campaign would be “transformational” for Filipino youths.
Bulbul Khera, Nike Southeast Asia & India senior marketing director, said: “The passion for basketball in Manila is unlike any other city in Asia. We want to inspire young ballers to realise their full potential through the physical and digital aspects of their sport.”
Managing partner: David Webster
Executive creative director : Joakim Borgström
Creative technology lead : Dillah Zakbah
Creative director : Aste Gutierrez
Copywriter : Kara Bautista
Art directors : Sudhir Pasumarty, Denise Tee, Grace Wong, Joel Sow, Lee Jing Lin
Business director: Sid Tuli
Planning director: Rebecca Ash
Account director: Nicole Lee
Associate account director: Cheryl Cheong
Operations director : Lesley Chelvan
Digital producer : Chris Salonga
Digital production : Media Monks
Network partner : NexLogic TeleCommunications Network
Intern : Jereek Espritu
Content production: Black Sheep Studios
Head of production: Jonathan Gerard
Producer: Samantha Dalton
Illustrations: Arturo Torres
Additional illustration elements: AJ Dimarucot
Photography: Edge of Light
Photographers: Xander Angeles, Raymond Celestino, Kharren Granada, Kevin Cayuca
Studio director: Eddie Jackson
Digital imaging: Sally Liu
Training drills production: WYD
Training drills director: Caloy Soliongco
Film coverage: Tower Of Doom
Training animations & post production: Heckler
Animation director: Shaun Leong Williams
Audio: Neon Sound
Mural painting: #honeycombarts