« Bring Your Game », la publicité galactique de Nike Basketball

Pour rendre hommage à la nouvelle génération des stars du basketball où talent et originalité ne font qu’un, Nike Basketball a lancé une campagne, intitulée « Bring Your Game », et un film explorant l’unicité de sept ambassadeurs que sont Kobe Bryant, Elena Delle Donne, Anthony Davis, Kevin Durant, Paul George, Kyrie Irving et LeBron James.

Le basketball mondial vit une période de transition. Le jeu change, les athlètes évoluent et il n’y a plus une ou trois stars de la NBA mais bien plusieurs joueurs qui figurent parmi les »grands ». Mais plus marquant encore, ces joueurs sont plus que d’excellents athlètes, ce sont surtout des personnalités sur et en dehors du terrain. De la pêche, passe-temps favori de Paul George à la méditation matinale et les déplacements en hélicoptère de Kobe Bryant en passant par la recette secrète de LeBron James, les scènes du film Bring Your Game nous font pénétrer dans le quotidien et les réalités de chaque athlète.

L’époque d’une superstar qui dominait le championnat est donc révolu. Ce film (de 5 minutes rappelons-le !) en fait la démonstration en mettant au centre de jeunes athlètes partant à la recherche DU meilleur joueur, tâche bien évidemment impossible puisque chacun des 7 athlètes Nike détient sa propre personnalité et ses propres caractéristiques.

On appréciera aussi l’apparition d’une autre star Nike, la légende du tennis Serena Williams.

Une période de teasing sur les réseaux sociaux des joueurs et de Nike Basketball a précédé le lancement de la publicité, permettant d’augmenter l’engagement et de permettre à la marque et au film de dépasser les 2.5 millions de vues en 48 heures.

The future is already here. #BringYourGame #JustDoIt

A photo posted by Nike Basketball (@nikebasketball) on

Unguardable from the paint to the perimeter. #BringYourGame #JustDoIt

A photo posted by Nike Basketball (@nikebasketball) on

Play because you want it. Work because you love it. #BringYourGame #JustDoIt

A photo posted by Nike Basketball (@nikebasketball) on

Most guys play the game. Kyrie creates it. #BringYourGame #JustDoIt

A photo posted by Nike Basketball (@nikebasketball) on

https://www.instagram.com/p/_XKseFzSuU/?taken-by=easymoneysniper

Showed these guys my secret post-training cake recipe. Secret ingredient: kale. #BringYourGame #StriveForGreatness

A photo posted by LeBron James (@kingjames) on

Had a yacht dinner with some new friends. #BringYourGame

A photo posted by Paul George (@ygtrece) on

Cette campagne est bien évidemment l’occasion pour Nike Basketball de mettre en avant ces produits, ces 4 silos que sont la LeBron XIII,la Kyrie 2, la KD8 et la Kobe X (de gauche à droite sur l’image ci-dessous), qui se sont d’ailleurs parées de leurs couleurs de Noël pour l’occasion.

15-600_Nike_Holiday_Group-01_native_600

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