Leslie Ali Walker I Creative Director, Product Manager
I LIVE FOR ORIGINAL IDEAS AND HARD TO SOLVE PROBLEMS. I AM MORE INTERESTED IN NOT KNOWING THAN BEING THE SMARTEST PERSON IN THE ROOM.
Nike JDI 08
Wieden+Kennedy, Shanghai - Creative
Integrated Brand Launch Campaign
Wieden+Kennedy, Shanghai - Creative
Integrated Brand Launch Campaign
China's 14-22 year olds were the best athletes in a closed China. We helped them find a bigger platform and motivated an entire generation of proud, home-grown Chinese athletes to explode out of their shell. By listening to peer-to-peer chatter on Chinese social media channels, we discovered a spirited, brazen energy ready to embrace a global future with them at the center. We decided to build these 14-22 year olds a shrine to their yet-to-be-discovered athletic superpowers.
My partner Creative Director Dean Wei and I designed this new Chinese generation’s online hub, connected to a series of IRL court experiences — keepy-uppy marathons, dance-offs, LeBron shot challenges—experiences that invited young athletes to test themselves against each other, their secret sports heroes and themselves. Within days, male and female athletes across China were participating en masse. A vibrant online community of peer athletes emerged, and through participation, practice and competition, thousands improved their game by embracing their unknown.
My partner Creative Director Dean Wei and I designed this new Chinese generation’s online hub, connected to a series of IRL court experiences — keepy-uppy marathons, dance-offs, LeBron shot challenges—experiences that invited young athletes to test themselves against each other, their secret sports heroes and themselves. Within days, male and female athletes across China were participating en masse. A vibrant online community of peer athletes emerged, and through participation, practice and competition, thousands improved their game by embracing their unknown.
Nike JDI 08 Brand Launch Video I "Discover Your Unknown":60
Nike JDI 08 Brand Launch Stunt I "Discover Your Unknown"
At Dong Dan and other sporting grounds, court markings inspire kids to push/test themselves by following, literally in the footsteps of their sport heroes.
Ex: GAME 5, EASTERN CONFERENCE FINALS 2007 /LEBRON HIT THE GAME WINNER IN 2OT FROM THIS SPOT
Ex: GAME 5, EASTERN CONFERENCE FINALS 2007 /LEBRON HIT THE GAME WINNER IN 2OT FROM THIS SPOT
Nike JDI 08 Brand Launch Exchange Program I "Discover Your Unknown"
A one-way sports exchange program where young Chinese athletes are flown to cities where the competition is fiercer (ie. sending a kid from Kuming to a basketball camp in Kansas, or arranging for a striker from Guangzhou to join a Barcelona youth league…) A bigger pond, by design.
Nike JDI 08 Brand Launch Training Sessions I "Discover Your Unknown"
Play To Your Weakness training sessions, pitches and courts built specifically to make the game harder. Left-foot-only shots. One-handed basketball. Lay-ups 15,000 ft above sea level. The theory: master the weakness, elevate the whole game.
Nike JDI 08 Brand Launch OOH I "Discover Your Unknown"
