Ad we like: LeBron James urges Chinese athletes to not let people tell them who they are in Nike ad
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.
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