I think Nike have cracked their own new code. Nike at the moment really understand how their brands values fit into todays world. Their amazing work with Colin Kaepernick and now Serena Williams are perfect examples.
But I also found this work done with LeBron called “DRIBBLE & ______”.
DRIBBLE &___ is a reminder that athletes can be much, much more than just athletes.
The campaign comes from WIeden & Kennedy of course and was done for the chinese market mainly.
When a talk show host infamously responded to LeBron’s stance on social issues by telling him to just “shut up and dribble,” Nike responded to the call to be silenced with a campaign that encourages athletes to speak even louder.
This type of marketing is something special today. It’s real and focused and inspiring. Everything marketing should be today.