This year Giannis Antetokounmpo has risen to become one of the best players in the NBA, and, fittingly was voted Season MVP. For the release of his signature Nike shoe - the first European player to get one Nike and Wieden+Kennedy put a hoop on the top of Mount Olympus, the highest point in Greece and the ancient home of the Greek Gods.
Putting the hoop at the highest point in his home country represents the incredible journey he's gone on from one of Athens's poorest suburbs to the top of the NBA, fueled by hard work, desire and a crazy dream. Nike wanted kids all around to world to be inspired by the knowledge that no matter where you start, you can reach anywhere you can dream of. That's why the line on the backboard reads: "Fate can start you at the bottom. Dreams can take you to the top."
A special hoop so that the mountain did not have to be drilled into, or otherwise damage it in any way. No sacred mountains were harmed in the making of this campaign.
Director Brand Exp EMEA
Brand Manager EMEA
Executive Creative Director
Eric Quennoy, Mark Bernath
Craig Williams, Evegeny Primachenko
Alex Bower, Tim Coleman
Head of Broadcast Production
Eline de Roo
Group Account Director
Head of Planning
Head of Comms & Digital Strategy
Head of Design
Gustav von Platen, Marco van der Vlag
Quentin van den Bossche
Director of Photography
George Tsitsas - Eleni Grigoraskou
Artist / Title