Nike China campaign from W+K Shanghai inspired by ‘shut up and dribble’ remarks to LeBron James

Nike has used disparaging comments made to basketball player LeBron James by a Fox News presenter to launch a marketing campaign across China.

The W+K Shanghai-created campaign, called ‘Dribble &’, follows remarks from Laura Ingraham earlier this year in which the sports presenter told the star to “shut up and dribble” rather than talk about social issues.

The marketing push launched with a series of out of home ads in several Chinese cities including Shanghai, Beijing, Nanjing, Chengdu, Harbin and Hangzhou.

Nike shirts have also been designed which enables customers to personalise their clothing.

W+K Shanghai said the campaign was inspired by the criticism of James and has turned a “call to be silenced into a platform to speak even louder”.

“Dribble& is meant to give a voice to athletes,” the agency said. “Not just LeBron James who declared last year that he won’t shut up and dribble, but to young Chinese athletes who want to prove they can be more than athlete.”

Credits:

Nike China

Nike GC VP Marketing: Steve Tsoi

Nike GC Senior Creative Director: Simon Lee

Nike GC Brand Communications Director: Che Lin

Nike GC Brand Communications Manager: Michael Chien

Wieden+Kennedy Shanghai

Executive Creative Director:  Ian Toombs, Vivian Yong

Creative Directors: Matt Skibiak, Dong Hao

Art Director: Zhong How

Copywriter: Matt Meszaros

Head of Integrated Production: Sanne Drogtrop

Producer: Angela Liu

Senior Planner: Leon Lin

Business Director: Dino Xu

Account Manager: Shawn Kai

Account Executive: Max Ma

Business Affairs: Jessica Deng, Kathy Zhan

Head of Designers: Fish Ho

Designer: Moon Qi, He Fan