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
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