To honor LeBron, Nike China recently launched “DRIBBLE &___,” a campaign celebrating LeBron’s legacy and aimed at inspiring young Chinese athletes to keep following all of their passions, sports, and otherwise, something Lebron has been doing for the past 15 years. We’ve seen him use his dominance on the basketball court to power everything he does off of it. From opening a school to starting his own business, LeBron James is proof that athletes can be more than just athletes.
The campaign featured a series of OOH work a number of cities, including: Shanghai, Beijing, Nanjing, Chengdu, Harbin, Tianjin, Hangzhou, Chongqing, and Suzhou. We even released DRIBBLE &___ shirts for sale, with the option to personalize the shirt by filling in the blank.
DRIBBLE &___ is meant to give a voice to athletes. Not just to LeBron James, who declared last year that he won’t shut up and dribble, but to young Chinese athletes who want to prove they can be more than just athletes.