NIKE RISE CHINA
China is a nation of passionate young ballers. However, no one encourages these amateur players and they have very little access to quality training and facilities. Consequently, these kids lack the self-belief and confidence to progress in the sport they love.
We set out to change this by taking 30 regular players from diverse backgrounds on an incredible journey to show the whole nation that the ability to RISE is in all of us. We trained them intensely for 6 weeks, using elite coaches from the US, professional Nike players to mentor them and created the world’s most advanced digital coaching tool to help them perfect their game. We also created 7 weekly, real-time episodes. Millions tuned in to watch these kids ascend from ordinary to extraordinary.
Their story transcended basketball and helped to change the perceptions and attitudes of a whole generation towards sport