Nike Hypercourt is a tech-enabled training experience in the form of a basketball court that enables players to download specific training content, tips and advice from some of the NBA biggest hoops stars (and Nike endorsers) including LeBron James, Kobe Bryant, Kevin Durant, Russell Westbrook and Kyrie Irving.
Created in Manila (The Philippines), the Hyper Court allows each individual to download the pre-programmed, athlete-specific training content data for free and then the high-tech court visuals guide the users/players through various drill videos, gamification skills and scoring shots.
The on-court tools within the court to help them improve their gam.
Nike worked with BBH Singapore and Google on the project and the online on-court visuals were developed in harness with illustrator/designer by Arturo Torres.
Torres is best known for his superhero themed illustrations of rappers and basketball stars in two New York Times bestselling books – The Rap Year Book and Basketball (and Other Things).
Nike’s objective is to use the Hypercourt and the Torres creative to involve and inspire young people from all backgrounds to try their hand at basketball.
And giving the content data away for free is an essential part of this strategy.
This local initiative has been amplified globally by the sportswear giant through Nike Basketball’s digital and social channels (such as YouTube) and amplified by related brands.
There was further promotional support for the project through player ambassador social media sites: including on LeBron James’ personal platforms – including Facebook.
“We knew Arturo would be the perfect artist to create the impact we wanted to achieve when launching Nike Hyper Court,’ said BBH Singapore creative director Aste Gutierrez.
“His fame and love around basketball and his incredible talent combined allowed us to deliver what is a game changing experience for Manila’s basketball loving youth.”
Torres himself added: “I came from a childhood surrounded by domestic violence, in a tough neighborhood. But to look at myself and know that I’m not a statistic when I could’ve been, should’ve been, that’s amazing. I’m proof, you can make it out, you can have a better life. To know that my art can contribute to something like that, that maybe a kid here in the Philippines can feel excited about playing on that court because of something I drew and that helps him become the next LeBron or Kobe, that’s incredible. I just want to be the best I can be and inspire kids to be better. That’s my goal: for kids to be better than me,”
Comment:
Using technology to get more fans and amateurs onto the court and to link them directly to the game of the teams and players they are passionate about is a major trend right across the sports marketing and sponsorship landscape and this is a stand-out example of the strategy.
It reminds us a little an updated, more sophisticated version of the Kobe Bryant fronted Nike ‘Rise’ interactive Led and Light led training court initiative from 2014 (see case study).
This participatory, personal tech-training experience follows Nike’s award-winning ‘Unlimited Stadium’ – which was also created in Manila (see our Cannes For Fans’ insight briefing report).
What is it about The Philippines and brilliant, inventive, hi-tech participatory experiences?
Links:
Nike Basketball
https://www.youtube.com/user/nikebasketball
https://www.instagram.com/nikebasketball/
https://www.facebook.com/nikebasketball?_rdr=p
https://twitter.com/nikebasketball
https://plus.google.com/u/1/107776789471487751521/about
BBH Singapore
http://www.bartleboglehegarty.com/singapore/
https://www.google.com/intl/en/about/
