NIKE BASKETBALL CHINA | "GIVE ME THE BALL" 

Basketball is huge in China. All across China, kids love the game. From the athletes to the moves to the fashion, Chinese kids are true students of the game. They will take in anything and everything they can to boost their knowledge of the game. Despite their love of the game, Chinese basketball still reflects the constraints of Chinese culture. In a society where kids live under strict rules and great expectations from their parents, government and culture, most kids are forced to focus on the discipline that defines success in China - study, go to a good school and get a great job. Basketball is a game of freedom and creativity. The best basketball is played with confidence and fluidity. But not in China. Chinese basketball simply doesn't reflect the power and beauty of basketball. This was the central problem we set out to solve. We wanted to create a cultural shift in Chinese basketball that inspired the Chinese to see, think and feel differently about basketball and show its true value in Chinese life.  

Kids in China seek control in their everyday lives and basketball gives them control.  They possessed the true love of the game, but needed permission to express it. We needed to give power to the basketball loving kids in China. With this campaign, we aimed to unleash the power, creativity and energy of basketball and put the ball in their hands. By creating a compelling mouthpiece to speak on behalf of a generation ready to step forward, embrace themselves and take on anything, we were able to give kids the confidence to take control and enjoy their lives through basketball. Using the story of one authentic Chinese baller who boldly asks for just one chance to prove himself to the world through basketball, we soon had ever Chinese basketball player demanding the world to "Give me the ball".