Hyper Court

Details
  • Agency : BBH Singapore
  • Place : Philippines
Advertiser :
  • Nike is an American multinational corporation that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services.
Objective / insight
  • In south eastern Asian market, Nike wanted to promote its brand by highlighting the basketball culture in brand’s DNA.
  • Street courts in Manila, Philippines, are one of the cities iconic street cultures. Nike decided to turn these courts into personal basketball coaches.
Implemented strategy
  • The brand selected 5 courts spread across five Barangays (districts) of Manila, painted them with portraits of NBA stars LeBron James, Kobe Bryant, Kevin Durant, Russell Westbrook and Kyrie Irving—by Arturo Torres, the illustrator known for his superhero-style illustrations of rappers and basketball stars.
  • Each element of the artwork was designed and positioned using actual player data. For example, clovers reveal where Kyrie Irving makes 90% of his jump shots; explosions mark the five spots where Kevin Durant isolates…
  • The Hyper Courts feature an on-court digital platform that players can tap into with their smartphones. Without having to use any data whatsoever, players can pull up all sorts of Nike content that will help them with their game—including training drills tailored for different types of players.
  • The more a player uses the platform, the more it learns and makes recommendations.
Technology implemented
  • Partnering with Google, Nike created a platform that unlocks exclusive basketball training drills sent directly to players’ phone.
  • Hyper-personalized, these drills are based on the playing styles of the three biggest players in basketball – LeBron James, Kevin Durant, and Kyrie Irving. Powered by Google technology, they all stream in Full-HD and 100% data-free.
Results
  • On the first 5 Hyper Courts and counting, the project had 37,000 ballers train, with 20% of them coming back weekly and over 40% of our users being female,
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