One of Nike's biggest commitments is to growing the game of basketball here in China.
One major initiative to bring more kids into the sport is to grow the influence and importance of China's High School Basketball league.
Nike needs to make playing basketball cool, not only among basketball fans.
In China, Nike's usual NBA super stars spokespersons are highly popular and drive professional game tune-in from core fans. However, these superstars are far removed from China's on and off court culture, making it harder to inspire local youth to start playing.
Celebrity influence towards young audience has been on the decline. (40% decrease from 2011 to 2016), especially those a world away.
If you are not into basketball, Kevin Durant probably means some American basketball player, but you won't go out and watch basketball game for him.
Nike needs to create new source of inspiration.
We found an amazing insight - Many people's first basketball experience and gateway to become a basketball fan is not any NBA game, it's at their high school basketball match. Seeing a peer play, compete and win is powerful and much more emotional.
It was clear - we need to make this new generation of players heroes.
We organized the Nike High School Basketball League, and it's not your typical high school basketball game.
In total there are 48 schools in Beijing, Shanghai and Guangzhou entered the game, and 12 high schools entered the city-level semi finals.
Leading up to the semi-finals, we created outdoor murals featuring all the semifinal teams right outside of the high schools. The murals feature professionally taken photos of the players, decorated the Nike way.
On the No.1 sports platform Tencent Sports, the team scores were scrolling front and center next to all the NBA team scores.
Across top sports news apps like Tencent Sports and Hupu Sports, we featured the games as well as MVPs from each game, again, next to news of all the top sports stars and teams.
The players and games are also featured in China's national sports channel CCTV 5 as well as local sports TV station.
All the tickets to the games are sold out weeks in advance. Friends, families and schoolmates flooded into the stadium to support the heroes.
We livestreamed the finals and semi-finals on Tencent for those who can't get in and to amplify the impact. Professional basketball commentators as well as top basketball stars like Zhu Fangyu in China narrated each live broadcast game.