NIKE LAUNCHES W.N.I.K.E. AD CAMPAIGN

NIKE, Inc. will launch an integrated advertising campaign today to celebrate the summer of outdoor basketball. The campaign features former basketball legends Charles Barkley and Gary Payton as radio personalities on W.N.I.K.E – Nike’s virtual radio station. The witty disc jockeys nicknamed, “The Chilly Dog” and “The Glove Daddy,” are the voices of outdoor basketball and connect directly with consumers over the airwaves of Nike’s radio station.

The campaign is a mix of fast paced banter between basketball stars Barkley and Payton, and young athletes playing ball in the simmering summer heat all to an authentic soundtrack that’s influenced by soul and hip hop music. The message of the campaign speaks to young basketball players throughout Asia Pacific who are dedicated to this unique style of pick-up basketball dictated by no rules, no referees nor coaches as they spend “all day” working to enhance their game. Nike’s newest line of outdoor basketball products are featured throughout the campaign.

Nike今天將會推出全新的廣告企劃來彰顯仲夏日的街頭籃球。廣告由兩位前NBA籃球猛人Charles Barkley（查理斯巴克利）及Gary Payton（加里彼頓）擔綱演出，演繹Nike 虛擬電台頻道W.N.I.K.E內節目主持人，以有趣藝名「The Chilly Dog」及「The Glove Daddy」，一起討論街頭籃球，並透過Nike電台的電波與聽眾朋友直接溝通。

這個廣告一邊廂是兩位籃球巨星Barkley及Payton之間的睿智玩笑，另一邊廂是年輕運動員在室外打籃球釋放的夏日熱力，配合混合騷靈與嘻哈元素的背景音樂，充滿夏日激情。廣告旨在鼓勵亞洲各地喜愛街頭籃球的年輕籃球員－為他們全情投入這獨特的運動，雖然沒有教練、沒有球證、甚至沒有規則，但他們日以繼夜地磨練技術，為的就是球場上更好的表現。Nike全新的街頭籃球系列產品亦會在廣告中登場。

Nike has a long history of developing and promoting the game of basketball with a focus on creating opportunities for athletes of various styles and skill levels. Nike continues this tradition in fall of this year with the introduction of a collection of innovative products that withstands the rough conditions of hard outdoor courts without compromising flexibility or cushioning. The new collection featured in the campaign includes the Nike Dream Season, Nike Zoom Soldier III XDR and the Ultimate Pure Grip Ball.

Nike一直以來都積極發展及推廣籃球運動，並致力為不同風格、不同水平的運動員提供各種的機會。Nike今個秋季繼續秉承傳統，推出嶄新系列，不單能經得起室外球場粗糙地面考驗，並且能提供出色的舒適度及緩震效果。廣告企劃中的全新產品包括 Nike Dream Season、Nike Zoom Soldier III XDR 及 Ultimate Pure Grip Ball。

Zoom Soldier III XDR

Dream Season

Ultimate Pure Grip Ball

The Nike Dream Season, designed with insights from Kobe Bryant as part of his signature collection, is a sleek, lightweight, and resilient shoe that allows for greater movement and extra cushioning on the hard surfaces of outdoor courts. The Nike design team collaborated with LeBron James to create the Nike Zoom Soldier III XDR. This shoe brings LeBron’s toughness to a lightweight shoe that is lower to the ground and durable enough to withstand the pounding of aggressive outdoor play. In addition, Nike’s Ultimate Pure Grip Ball was designed with new pebbly grips that won’t collect dirt when used on outdoor surfaces. This ball also retains the soft, indoor feel, allowing for better ball control.

全新Nike Dream Season系列由Kobe Bryant 提供設計意見，並成為他個人系列的新成員，光潔、輕盈及流線型的設計卻依然擁有十足的彈性，能令動作更加自如，並提供更出色的緩震效果，以對抗室外球場的粗糙地面。Nike設計團隊亦同時與LeBron James合作，創製出 Nike Zoom Soldier III XDR，這雙球鞋將LeBron的堅韌融入輕盈的球鞋中，不但可緊貼地面，還能承受街頭籃球過程中所產生的巨大壓強與摩擦。至於，Nike Ultimate Pure Grip Ball 以卵石花紋圖案作設計重點，長期在戶外使用也不會藏污垢，但球面依然保持室內籃球般的柔軟質感，讓控球更自如。

The campaign includes television commercials, print and out-of-home ads, along with a dynamic website execution in connection with Nike Basketball. Through www.nikebasketball.com, consumers can check out the featured products, enjoy a “Meet the DJ” segment, and even get a tutorial from Barkley and Payton on how to talk trash on the court. All of these features and more allow young people across the Asia Pacific to keep listening to W.N.I.K.E., “the MVP of outdoor basketball,” to learn how to improve their skills on the court.

全新電視廣告包括60秒、30秒及15秒版本，並有平面廣告、戶外廣告及極富動感的網站連結Nike籃球運動。透過www.nikebasketball.com，顧客可以查詢產品資料之餘，亦可享受「Meet the DJ」環節，甚至有機會得到Barkley 與Payton指點，詳談球場秘技！這些都讓亞太區的年青人可以一邊在球場上聽著 W.N.I.K.E.的最具價值街頭籃球球員(MVP)的說話，一邊學習提升籃球技術。

www.nikebasketball.com