The Chosen One

As Nike began exponential growth in China, leading the way with consumers was recently-signed High School phenom LeBron James. He had completed his debut NBA season and was a hot global property. Nike had made a major investment in bringing him in against stiff competition Now they wanted to make sure it paid off in the world’s biggest emerging market.

The insight in the brief tapped into the challenges for the youth of China as they strove to come to terms with their identity admist the country’s transformation. The distinct Chinese youth identity they sought could only be achieved through overcoming the obstacles for self-actualisation. They must not be thrown off course on this journey by haters, temptations, complacency and self-doubt. The brand offered them an icon, an aspirational figure who embodied the fearlessness, focus and skills needed. One who could act as a totem for their own journey and be a symbol of resistance, fortitude and achievment (core equities of the Nike brand).

The strategy identified intercepts of African American and North Asian culture to drive relevance and acceptance. The nods to Bruce Lee and Kung Fu movies, cultural phenomena amongst African Americans provided cultural common ground.

The groundbreaking campaign, steeped in baskeball icons, insde rituals and iconography, bestowed meaning for a consumer, addressing their cultural journey and positiong Nike and LeBron as the symbol for relentless progression of empowered youth.