CLIENT
NIke
Vicky Huang, Nike, Greater China Senior Media Manager, NIke
AGENCY
Benjamin Condit, Chief Strategy Officer, Mindshare
Selina Li, Planning Director, Mindshare
Velvet Yuan, Planning Supervisor, Mindshare
Colleen Canty, Strategy Director, Mindshare
Joey Kang, Managing Partner, Mindshare
Julian Leeper, Managing Strategy Partner, Mindshare
Tendayi Chivaro, Strategy Director, Mindshare
SUMMARY
Nike wants to have its KD9 Shoes become China’s fastest selling basketball shoe. And they want NBA superstar Kevin Durant’s China tour to become impressive. We found that Kevin not only good at basketball but also good at playing a national popular game NBA2K online, and therefore we come up with the idea of a national basketball game tournament, to have all players fighting for the chance to play with Kevin. Through this reinvented Athlete tour, we maximized Kevin’s exposure and achieved Nike’s sales target.
