Launched to coincide with the opening game of the new 2016/17 NBA season, Nike has begin rolling out its integrated new basketball-centered campaign ‘Come Out Of Nowhere’ that will run through the season.
The campaign aims to engage fans everywhere by showing how what seems impossible is actually probable, and that extraordinary effort could conquer what is deemed hopeless.
The insight behind ‘Come Out of Nowhere’ is based around the idea that last year saw the impossible happen in the NBA: as the Cleveland Cavaliers came back from a ‘deficit so hopeless, only the extraordinary could conquer it’.
It argues that ‘your circumstances don’t determine your outcome’ and that ‘for those who are strong enough to believe, strong enough to pick themselves up off the ground, strong enough to do what the doubters say can’t be done.’
Nike Basketball’s assertion now is: ‘A championship with its roots in the unexpected has now led to an NBA season where out-of-nowhere triumph is expected. What will happen this year? There’s just no predicting this game.’
The season-long programme was spearheaded by a LeBron James led film, helmed by Mark Romanek, called ‘Here You Are’
The spot debuted on TV during the NBA’s 25 October opening game between the champion Cavaliers and the New York Knicks.
It is also featured prominently across the brand’s digital (http://nike.com/basketball) and social media channels including Twitter,
Your circumstances don't determine your outcome. Come out of nowhere like @KingJames. #NikeBasketball #LeBronJames pic.twitter.com/oPfnGq1mVs
— Nike (@Nike) October 25, 2016
and Instagram.
The initiative will now roll out nationwide and is supported by highly-stylised, black and white creative – including social pieces, posters and in-projections of campaign images in the featured athlete’s markets and other relevant US locations.
The campaign’s storylines stretch beyond the initial title-winning performances from Nike ambassadors LeBron James
Battle doubt. Come out of nowhere. #nikebasketball pic.twitter.com/4EAjE9oAoA
— Nike Basketball (@nikebasketball) October 25, 2016
and Kyrie Irving,
Battle pressure. Come out of nowhere. #nikebasketball pic.twitter.com/WYTTPG1R0z
— Nike Basketball (@nikebasketball) October 26, 2016
and will also include Kevin Durant’s decision to leave the Oklahoma City Thunder for the Golden State Warriors,
Battle the noise. Come out of nowhere. #nikebasketball pic.twitter.com/k4MAV6DTKu
— Nike Basketball (@nikebasketball) October 26, 2016
as well as narratives based around other Nike basketball endorsers such as Paul George, Anthony Davis, DeMar DeRozan, Jordan Clarkson, D’Angelo Russell, Julius Randle and Isaiah Thomas.
In conjunction with the ‘Out Of Nowhere’ campaign, Nike has also extended its ongoing ‘House of Hoops’ initiative with sports shoe retailer and fellow NBA partner Footlocker: which spans online work (https://www.footlocker.eu/en/content/house_of_hoops_page), plus TV content with Foot Locker, as well as a mobile ‘House Of Hoops’ retail House of Hoops truck which will feature a “Ky-Rispie Kreme” Kyrie 2 restock and its nationwide tour kicked off on Saturday in Akron,before moving on to Cleveland on Sunday and then across the country.
Comment
This is classic Nike: crisp, cool and finely crafted creative laced with commitment, a combative attitude, positivism and a sense of the American Dream.
With 2,487,254 views and 5k thumbs up on YouTube, plus 17k retweets and 27k Twitter likes, as well as 59k likes and 20k shares on Facebook and 100k Instagram likes all in its first 24 hours, it certainly seems basketball fans are as hungry as ever for LeBron, Nike and the new NBA season.
Links:
Nike Basketball YouTube:
https://www.youtube.com/user/nikebasketball
Nike Basketball Website:
Nike Basketball Instagram:
https://www.instagram.com/nikebasketball/
Nike Basketball Facebook:
https://www.facebook.com/nikebasketball?_rdr=p
Nike Basketball Twitter:
https://twitter.com/nikebasketball
Nike Basketball Google+:
https://plus.google.com/u/1/107776789471487751521/about
Footlocker/Nike House Of Hoops:
https://www.footlocker.eu/en/content/house_of_hoops_page
