Nike, in its latest campaign featuring LeBron James, is urging Chinese athletes to be who they are unapologetically and be more than just athletes.
The campaign, titled 'Dribble & ', is inspired from an incident that took place earlier this year where LeBron was asked by a journalist to "shut up and dribble."
According to Nike, that moment inspired them into turning a call to be silenced into a platform to speak even louder.
The spot, conceptualised by W+K Shanghai, narrates how LeBron's achievements go beyond the basketball court, for example, as a father, role model, educator, MVP and leader.
The campaign is launched with an online ad and a series of out-of-home (OOH) in seven Chinese cities: Shanghai, Beijing, Nanjing, Chengdu, Harbin, Tianjin, Hangzhou, Chongqing and Suzhou.
Tying in with Nike's stores, “Dribble&____” shirts will be for sale in retail and, as with Nike's core retail strategy, there will be a personalised element. The blank space in the name will be up for change, with customers being able to choose what sits within that space.