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Nike Comes 'Out of Nowhere' with Latest NBA Campaign Film
By: The Drum
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With ratings down in the NFL season this year, perhaps it’s time for other sports to charge ahead. If Nike has anything to do with it, this NBA season will be one to watch, with signature athlete LeBron James and his Cleveland Cavaliers defending their title after a miraculous run in last year’s finals.

Nike Basketball is celebrating the stories of NBA players, including James, who narrates the company’s NBA launch film, “Come Out of Nowhere.” The film, done by Wieden+Kennedy Portland under creative directors Alberto Ponte and Ryan O’Rourke, starts by showing kids playing hoops on an outdoor court in black and white, with James saying “you’re not supposed to be here. You’re not supposed to get out of your neighborhood.” It goes on to show these outsider players, including foreign ballers, girls who can shoot the lights out, and little kids taking on the tall guys. “You’re not supposed to be here, yet, here you are,” says James as he hears parallels to his own career and that of the Cavaliers.

It’s the anticipatory nature of the spot, a ‘what will happen next?’ that propels it forward. The talent these young players have makes us ask who the next LeBron will be. Nike Basketball is celebrating both the young guns, and the established players who continually change the game.

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About the Author
This article was published by The Drum. A link to the original appears at the end of this post. www.thedrum.com
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