Nike | KB 'Spirit of 81'

Summer Hoops
The campaign was inspired by Kobe Bryant’s monumental 81 points scored in a single game. This amazing feat alongside his dedicated pursuit of excellence through the discipline of rigorous training made him the natural figure to inspire China’s kids to strive to be better ball players through training. Kobe ranks among the best players in the NBA and his training and preparation are key elements of his game.

These city specific posters, featuring kids from each city, ran in tandem with 'Spirit of 81' training posters, and the Kobe Bryant poster ad campaign, which launched the whole ‘Spirit of 81’ (Summer Hoops) campaign. Each poster was created in a unique style which reflected an element of each city and the way in which the ballers would train, each shown training inside an artificial ‘illustrated’ room where they are seen to playfully interact with their surroundings.

The 'Spirit of 81' campaign was recognized by China's Long Xi Awards

'Spirit of 81'
'Training the Shenyang way'
Illustration: X2R

'Spirit of 81'
'Training the Guangzhou way'
Illustration: Boris Vallejo & Julie Bell

'Spirit of 81'
'Training the Wuhan way'
Illustration: Yang

'Spirit of 81'
'Training the Beijing way'
Illustration & design:
Julien Chocquart & Camille Hirigoyen

'Spirit of 81'
'Training the Chengdu way'
Illustration: KAD

'Spirit of 81'
'Training the Shanghai way'
Illustration, Design & Art Direction:
Sy-Jenq Cheng

Photography:
Jean Louis Wolff

Client : Nike China
Agency : Wieden & Kennedy, Shanghai
Categories : Outdoor | Print

Nike | Kobe Bryant 'Spirit of 81'
Training posters
The campaign was inspired by Kobe Bryant’s monumental 81 points scored in a single game. This amazing feat alongside his dedicated pursuit of excellence through the discipline of rigorous training made him the natural figure to inspire China’s kids to strive to be better ball players through training. Kobe ranks among the best players in the NBA and his training and preparation are key elements of his game.