Basketball-crazy young men flock to NikeBasketball.com for the most up-to-date information on Nike products, athletes and events. The site is a key part of a large-scale marketing campaign showcasing the creativity of the game. The target audience is 16-18 year old “ballers”. They play basketball a few times a week and are extremely interested in athletes and basketball culture. Ballers are loyal to Nike, but they are always looking for something new. The Spring ad campaign uses the 1970s as a foil to show the creativity of the game. The site rounds out the narrative of three commercials with backstories, videos, music, interactive elements, etc. The goal is to create a fresh and exciting Nike spin on the game that resonates with true ballers. Since the target audience is too young to remember the 1970s, the site uses 1970s references as design elements, not to provide historical context. The players section humanises Nike’s athletes and associates them with products. Interviews focus on the athletes’ personalities, not their stats, to help ballers connect with them on a personal level.NikeBasketBall.com creates an aura around the game, one that is distinct and one that celebrates the creativity and athleticism of true ballers.