Nike Drops ‘You Can’t Stop LA’ Spot Minutes After LA Lakers Clinch NBA Championship

The idea here is fairly simple: the Lakers clinching their 17th NBA Championship is one of the few bright spots in a year of extreme upheaval (although not if you are a Miami Heat fan, or a Clippers supporters for that matter).

Nike hopes that by coupling the good and bad it will enhance the beauty of the triumph.

The celebratory campaign is part of Nike’s ongoing ‘You Can’t Stop Sport/Us’ pandemic marketing platform which began in the first half of April during the early days of lockdown (see case study),
evolved in August as US sports began to restart (see case study) and which has also included event and athlete ambassador specific campaigns such as the Williams’ sisters’ ‘You Can’t Stop Sisters’ (see case study).

Another notable achievement in the hours immediately after the Lakers win was the fact that the team became the best-selling merchandise NBA champion team ever – within just 12 hours.

Fanatics said that more Lakers gear was bought overnight than the previous record-holder – the 2016 Cleveland Cavaliers – sold in 30 days following their win.

The sales rush offers a contrast to TV viewing figures which saw ratings drop year-on-year throughout the 2020 NBA playoffs. ABC’s broadcast of the series-clinching Game 6 was down 57% from last year’s NBA Finals Game 6 between the Toronto Raptors and Golden State Warriors (although last year’s game was directly up against the NFL’s ‘Sunday Night Football’ juggernaut.

As they emerge from the bubble, which has been reported to have cost the league $180m to stage, NBA officials will be delighted to have reported no positive Covid-19 tests throughout the 172 games played in Orlando.

As a thank you for their tireless commitment in the last four months, Commissioner Adam Silver has given league employees a $1,000 bonus and four Fridays off beginning on 30 October (as well as Thanksgiving week).

Well deserved all round.