November 15 marks the closing date for Nike’s ‘Design LeBron’s Next Tee’ kids crowd sourcing campaign – one of several current ‘new basketball season’ campaigns fronted by the Miami Heat superstar.
This consumer created initiative, for children aimed between five and twelve years old, asks kids themselves to provide the creative inspiration for the giant sports retailer’s next James’ Tee Shirt.
Led by an online video depicting the superstar himself trying his hand at an easel and then challenging children to create their own apparel design
The campaign drives viewers online to a microsite – at www.Nike.com/designlebronstee – where entrants can find an online range of creative inspiration: including relevant LeBron words, numbers, logos, colours and images.
Designs must be created using pen, pencil, markers, crayons or paints.
Nike’s tee-shirt tender then simply asks kids to upload (or mail in) their ‘freehand drawn’ shirt designs to be in with a chance of having his or her winning design produced as a tee shirt and then sold at Nike retail outlets nationwide alongside Nike’s new LeBron 11 signature shoe.
Who else but LeBron James himself will judge the entries and choose the winner.
The initiative is supported by a prize-led incentive package that includes both a trip to Miami and two Heat tickets to watch LeBron play, plus a Nike equipment donation package for the winning child’s school PE programme.
Comment
It feels fresh and this may be partly due to its simplicity and the fact that it is one of the few current US basketball campaigns focuses entirely on the (albeit ‘cash poor’) five to 12-year-old demographic.
Whether you feel this is an innovative campaign for focusing on an often ignored young age group, or a further commercial exploitation of children, it does form a neat and engaging campaign which combines clear ‘call for entries’ creative, a supporting set of ‘utilities and tool’ and a powerful ‘incentivisation package’.
Of course, it is not entirely innocent – Nike are clear to point out in the T&C’s that all the young designers must avoid using Miami Heat Jerseys, Miami heat logos or any official NBA brand architecture.
After all, it is important for young sports business creatives to learn about IP rights and an early age.
Links
Nike ‘Design LeBron’s Tee’ Website
Nike & LeBron Website
NBA Website
