To mark what is typically the start of the professional basketball season, Nike previewed its Basketball Never Stops campaign which made its prime time debut this Sunday, October 30. The first commercial of the campaign entitled Spotlight stars basketball greats LeBron James, Kevin Durant, Amar’e Stoudemire, Dirk Nowitzki and Sue Bird, with Hall of Fame coach Mike Krzyzewski and entertainers Questlove and J. Cole playing among athletes and fans around the world.
Inspired by the energy of summer basketball, which reached new heights this summer as professional athletes took their place along side amateur and elite athletes, the Basketball Never Stops campaign celebrates what can only be described as a player’s true love of the game and desire to play the game no matter the time or the place.
“What began inside the core basketball community, became a broader statement, and has now evolved into an international basketball rallying cry,” said Davide Grasso, VP of Global Brand Marketing at Nike. “From summer leagues across the United States to player tours and pick-up games in Europe and Asia to a trending topic on Twitter and other social media outlets, #BasketballNeverStops has clearly fueled passion in the basketball community and we’re proud of this statement.”
Spotlight pays tribute to basketball hot spots around the world including basketball courts in Harlem to the Tournament of Champions in Shanghai. Throughout the campaign the spotlight literally shines on everyday basketball from players like LeBron, KD and Amar’e playing and training at every opportunity to a young athlete taking the #6 subway from Manhattan to a game in Queens. From Nowitzki perfecting his championship midrange jump shot, to Sue Bird taking on pop-a-shot legend Ricardo Reyes, drummer Questlove backstage and J. Cole taking in a Pro Am game, the campaign shows that basketball never stops.
“Ultimately, it’s about showing the fans that we care, it’s about showing them that we love the game, and we’re going to continue to play it no matter what,” said LeBron James. “It’s been an amazing summer of getting out to see basketball fans throughout the world and getting the opportunity to play with and against friends and other players who love the game as much as I do.”
The campaign comes to life online at http://on.fb.me/BNSHUB.. This hub will be the pulse of the game, aggregating content and enabling basketball players and fans to submit and tag content that shows how basketball never stops in their life. The most creative submissions will be rewarded with prizes including Nike Basketball and autographed gear and the chance to chat, Skype, or play NBA 2k12 with pro basketball players. To participate, go to Facebook.com/nikebasketball or tag your posts on Facebook, Twitter, YouTube, Flickr, or Instagram with #BasketballNeverStops.
The spot was produced by Wieden + Kennedy Portland and Park Pictures (Los Angeles / New York) and directed by Lance Acord. Known for his cinematography work on several award-winning feature films and previous Nike spots Before, Endure and Defy, Director Lance Acord brought a clear creative vision to the project by bringing the concept of basketball never stops to life.
