IF YOU REALLY WANT IT
NIKE / CHINA / '09
Kobe enjoys a special bond with the Chinese youth that is unmatched by any American athlete. His relentless attack on the court and his last second heroics solidified his status as one of the most beloved athletes in China.
Narrated by the Black Mamba himself, our spot gave consumers a closer look at the inner fire that fuels Kobe's killer instinct. We used localized cards throughout the spot to highlight Kobe's mindset, ultimately paying off our iconic Just Do It message.
NIKE / CHINA / '08
With his 6th signature sneaker set to launch in China, LeBron's popularity in China still left a lot to be desired.
Our campaign helped Chinese consumers better connect with LeBron by breaking down his style of play. Instead of portraying him as a force of nature or the Chosen One, our ads celebrated LeBron's versatility by highlighting 6 dimensions of his game - shoot, dunk, drive, pass, post-up, and defend.