Over the past few years, the basketball scene in China changed a lot: with the sport, players, and audience growing and improving a lot. More courts, better training and a changing in the mindset towards the game were the main contributing factors.
The campaign aimed to touch and inspire basketball kids to take more risks and to rise in their own way. To these kids, basketball is a passion and a way of self expression.
It is a way to prove themselves and an alternative to the conventional "rules" of chinese basketball. This campaign aimed to bring a breath of fresh air to the game, more competitive and passionate.