Cannes Lions

NIKE

WIEDEN+KENNEDY TOKYO / NIKE / 2008

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This campaign was about changing the perception of what the playground (or playing basketball outside of formal practice) represents in China and Asia. While other governments have much greater control over player development and so much of it happens in sports academies through formal coaching, many of the United States’ biggest superstars perfected their games outside, away from formal training. The playground is where they learned how to be their most creative - where they worked on moves they weren’t allowed to do in formal practices with their coaches looking on. Some of the game’s greatest players perfected their games this way, ballers such as LeBron James, Jason Kidd, Amare Stoudemire and Paul Pierce.

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