BBH Singapore follows up Nike’s ‘unlimited stadium’ with ‘hyper’ basketball court
Nike has unveiled a sequel to its award-winning ‘Unlimited’ campaign – which allowed Philippine runners race against themselves – with the creation of a series of ‘hyper basketball courts’ in Manila.
Teaming up with BBH Singapore and Google, the sportswear brand has attempted to bridge the gap between online content and offline experiences through a number of basketball courts featuring painted murals of NBA stars.
Players at the five courts – located in five Barangays (districts) of Manila – can then access a data-free platform that features training drills from coaches to help them with their technique. The more a player uses the platform, the more it learns and makes recommendations.
Arturo Torres, the globally renowned illustrator known for his signature superhero style, is the artist behind the court paintings, which feature basketball superstars LeBron James, Kobe Bryant, Kevin Durant, Russell Westbrook and Kyrie Irving.
BBH Singapore managing partner David Webster said: “Bringing two brands like Nike and Google together has allowed us to deliver a true world first – Nike Hyper Court will be transformational to Filipino basketball, giving millions of kids access to some of the best training available and to help them raise their game.”
Torres, an American artist and illustrator based in Texas, said his involvement in the Nike Hyper Court project was heavily influenced by an aim to inspire young basketball enthusiasts to raise their game.
He said: “I came from a childhood surrounded by domestic violence, in a tough neighborhood. But to look at myself and know that I’m not a statistic when I could’ve been, should’ve been, that’s amazing.”
“I’m proof, you can make it out, you can have a better life. To know that my art can contribute to something like that, that maybe a kid here in the Philippines can feel excited about playing on that court because of something I drew and that helps him become the next LeBron or Kobe, that’s incredible. I just want to be the best I can be and inspire kids to be better. That’s my goal: for kids to be better than me.”
The campaign follows BBH Singapore’s 2016 effort for Nike, whereby the agency created a 200m running track, shaped as the sole of a running shoe for the brand’s Unlimited campaign.
The track, which included LED screens that allowed runners to pit their sprinting abilities against avatars of themselves, was the most awarded campaign at this year’s Cannes Lions Festival.
Credits
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 Inc.
Intern : Jereek Espritu
Content production: Black Sheep Studios
Head of production: Jonathan Gerard
Producer: Samantha Dalton
Illustrations: Arturo Torres
Animation Director: Shaun Leong Williams
Audio: Neon Sound
Mural Painting: #honeycombarts
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