While the NBA is in the midst of a lockout, sports apparel brands are left in an extremely complex situation. How do you advertise a sport that is currently not in commission?
In late September, Nike released an advertisement utilizing several NBA stars such as LeBron James and Kevin Durant in an exhibition game, having them wear t-shirts with the slogan, “Basketball never Stops.” Recently, Nike followed up this campaign with a commercial of LeBron James, ‘the chosen one,’ in a spotlight independently practicing basketball on an outside court. Even after the city closes business for the day, James dedicates his time to improve his physical strength and conditioning while perfecting his basketball skills. The advertisement implies that the NBA is not the prime wellspring for basketball, and, contrary to popular belief, the sport will continue to exist in several forms.
The powerful advertisement personifies that while the NBA season may be on hold, Nike will expand their relationships with high-profile endorsers like Lebron James. This brilliant advertisement has sparked player and fan interest in the game of basketball – and consequently the athletic attire used to play the sport.
Well done Nike, well done.
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