A three minute event-themed music video was created with the DJ MC Webber.Nike then extended this strategy to involve with two TV stations BTV2 and BTV6 and three radio stations, Hit FM, Beijing music Radio and Beijing Sports radio to introduce listeners to the track. The video was uploaded to all major broadband video sites; a ringtone was made available, with additional “making of” footage.We also built upon China youth’s relationship with fame, the winners of the final tournament were enshrined in huge impact outdoor sites and across press dailies and basketball print.

More than 80,000 kids watched the video across online sites; 68 million kids played within Nike’s branded court.

The Nike website received 1 million + uniquevisitors, for a Beijing- only campaign. Online ads received 1million + clicks and 170million pageviews and 20,000 ringtones were downloaded in just three days.