Selina Li
Director at Mindshare China
Shanghai, China
TitleReinventing The Athlete Tour
Agency
Campaign Reinventing The Athlete Tour
Advertiser Nike
Brand Nike
Date of First Broadcast/Publication 2016 / 12
Business Sector Sneakers / Athletic Footwear
Philosophy KD issued his challenge: to play with China's top NBA2K Online player in the game and on the court, creating the world's largest basketball tournament. 463,000 players answered the challenge, all competing in the virtual tournament for a chance to play Kevin Durant head on. Gao Yang, the final winner, represented China in a live broadcast match up against KD, where the two players squared off in a best of three formats. The entire event was live streamed on China’s largest online sports channel, Tencent NBA, as well as broadcast directly to pinnacle digital out-of-home locations across Guangzhou. Throughout the broadcast, KD interacted with Nike Club members online, answering questions, sharing insights on his training methods, and even introduced a virtual pair of KD9’s, his brand new shoes, into the game.
Result Nike wants to launch its new NBA superstar shoes KD9 and want to create a revolutionary event. Therefore, based on two unique insights on Kevin Durant and Online Game, we designed an unprecedented "Athelete tour" online to maximized reach and genuine fan engagement with the superstar.
Media Type Digital
Length
Greater China Media Manager
Partner
Planning Director
Greater China Media Director Danny Lee
Partner
Associate
Greater China Media Director

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