Work

Nike: Giannis Antetokounmpo: Mt. Olympus

Amsterdam

Fate can start you at the bottom. Dreams can take you to the top.

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This year Giannis Antetokounmpo has risen to become one of the best players in the NBA, and, fittingly was voted Season MVP. For the release of his signature Nike shoe – the first European player to get one – we put a hoop on the top of Mount Olympus, the highest point in Greece and the ancient home of the Greek Gods.

Putting the hoop at the highest point in his home country represents the incredible journey he’s gone on from one of Athens’s poorest suburbs to the top of the NBA, fueled by hard work, desire and a crazy dream. We wanted kids all around to world to be inspired by the knowledge that no matter where you start, you can reach anywhere you can dream of. That’s why the line on the backboard in the film reads: “Fate can start you at the bottom. Dreams can take you to the top.”

We created a special hoop so that we would not have to drill into the mountain or otherwise damage it in any way. No sacred mountains were harmed in the making of this campaign.

It was important for us that everyone knew this was all genuine, so we captured behind the scenes content of the team bringing the hoop up to the top and putting it up in crazy conditions, with the weather changing every thirty minutes between sun, clouds, rain and hail.