NIKE: You Only HBL Once
Client: NIKE
2018
🎯 Challenge
Nike’s sponsored high school basketball league - HBL - was popular among high school communities but wasn’t resonating with the wider basketball audience in China.
💡 Insight
What high school ballers lack in exposure, they make up for with passion. We realized that for the vast majority of high school players, HBL was the height of their career. That urgency had the power to bring out the best of these athletes.
🚀 Solution
Show how HBL is China’s most passionate league because the players only have a finite amount of time to live their basketball dream.
The Work
We developed a campaign called ‘You Only HBL Once’. The Chinese line, 一生只有一次耐高, was so motivating to the players that it’s still used in high school communities three years later. We plastered the message all over schools and stadia and developed an anthem film to fire up the teams competing in the league’s final tournament.
