JUMPING THROUGH HOOPS

NIKE BASKETBALL
Pan-European digital campaign

digital | social | content | editorial

LeBron James’ career defining Game 7 block for his hometown Cavs inspired the 2017 Come Out Of Nowhere campaign. For European markets, we focused on the compelling stories of five gifted, driven and previously unknown draft picks carving trailblazing NBA careers. Each was “Not even supposed to be here”, perhaps the most-humble thing LeBron’s ever said about himself.

Originally, we wrote a series of well-received scripts. So well received, in fact, that Nike Global created a documentary series. Meanwhile for Nike Europe, and with tight deadlines looming, we interviewed players and sourced archive footage, creating stories with a more editorial feel. For each, the challenge was to extract the most interesting, inspiring 'Come Out Of Nowehere' stories hidden in the transcripts.