By Kyle O'Brien | Creative Works Editor

October 26, 2016 | 4 min read

With ratings down in the NFL season this year, perhaps it’s time for other sports to charge ahead. If Nike has anything to do with it, this NBA season will be one to watch, with signature athlete LeBron James and his Cleveland Cavaliers defending their title after a miraculous run in last year’s finals.

Nike Basketball is celebrating the stories of NBA players, including James, who narrates the company’s NBA launch film, “Come Out of Nowhere.” The film, done by Wieden+Kennedy Portland under creative directors Alberto Ponte and Ryan O’Rourke, starts by showing kids playing hoops on an outdoor court in black and white, with James saying “you’re not supposed to be here. You’re not supposed to get out of your neighborhood.” It goes on to show these outsider players, including foreign ballers, girls who can shoot the lights out, and little kids taking on the tall guys. “You’re not supposed to be here, yet, here you are,” says James as he hears parallels to his own career and that of the Cavaliers.

It’s the anticipatory nature of the spot, a ‘what will happen next?’ that propels it forward. The talent these young players have makes us ask who the next LeBron will be. Nike Basketball is celebrating both the young guns, and the established players who continually change the game.

“Come Out of Nowhere” will run in a multi-channel media flight including on TNT, ESPN, Snapchat, YouTube, Facebook, Instagram, Twitter and NBA2K.

To go along with the campaign, Nike is set to celebrate the individuality of players across the league with high-impact out of home ads in Cleveland (LeBron James, Kyrie Irving), Oakland/SF (Kevin Durant), Indianapolis (Paul George), Boston (Isaiah Thomas), Toronto (DeMar Derozan), Los Angeles (D'Angelo Russell, Julius Randle, Jordan Clarkson) and Chicago (Anthony Davis’s hometown).

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The campaign will be featured over the first two weeks of the NBA season.


Client: Nike

Project name: Come Out of Nowhere

W+K Portland

Global Creative Directors: Alberto Ponte, Ryan O’Rourke

Interactive Director: Dan Viens

Copywriter: Jordan Dinwiddie

Art Director: Jacob Weinstein, Emma Barnett

Integrated Production Director: Matt Hunnicutt

Senior Integrated Producer: Molly Tait Tanen

Agency Production Assistant: Emily Knight

Digital Producer: Keith Rice

Art Production: Amy Berriochoa, Krystle Mortimore

Project Management: Emily Norman

Studio Design Manager: Simone Takasaki

Studio Designer: Edgar Morales

Retoucher: Greg Radich, Frazer Goodbody

Motion Production/Design: Jeff Ackley

Strategic Planning: Andy Lindblade, Nathan Goldberg, Reid Schilperoort

Media/Comms Planning: Danny Sheniak, John Furnari, Brian Goldstein, Anthony Holton

Account Team: Chris Willingham, Katie Gurgainus, Eric Watkins, Simone Jackson

Senior Business Affairs Manager: Laura Caldwell

Broadcast Traffic: Stefanie Goodell, Andrea Sierra


Production Company: Anonymous Content

Director: Mark Romanek

Executive Producer: SueEllen Clair

Line Producer: Bridgette Pugh, Tom Martin

Director of Photography: Adam Arkapaw

Production Designer: Jeff Higinbotham


Editorial Company: Spot Welders

Editor: Robert Duffy

Assistant Editor: Sophie Kornberg

Post Producer: Lisa English

Executive Post Producer: Carolina Sanborn


VFX Company: The Mill

2D Lead Artist: John Shirley

2D Artists: James Allen, Adam Lambert, Kelsey Napier

Senior VFX Producer: Enca Kaul

VFX Producer: Anastasia von Raul

VFX Supervisor: John Shirley


Company: Company 3

Colorist: Stefan Sonnenfeld

Color Producer: Ashley McKim


Producer(s): Rick Rubin, Jonathan Sanford at Human

Composer: John Christopher Barnes-Human; Jason Lader for Rick Rubin

Sound Designer: Matt Miller, Lime Studios

Song: "Here You Are"


Music/Sound/Mix Company: Licensed track from HUMAN Worldwide; Produced by Rick Rubin

Audio Mixer: Matt Miller

Executive Producer: Susie Boyajan


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