Nike has released “Shine”, a new episode in the “Basketball Never Stops” advertising campaign, starring NBA star Lebron James. The basketballer unremittingly trains while the rest of the city closes up and calls it a night. The campaign also includes a social media campaign with a dedicated Facebook page and Twitter hashtag, #BasketballNeverStops, encouraging fans to join together to keep the spirit of the game alive throughout the lockout.
“Shine” opens on a spotlight shining down on Lebron James alone on a basketball court as he prepares for a nighttime training session. We hear the gentle crooning of Frank Sinatra while we see James’ drive and dedication as he pushes himself past his limits. The rest of the city ends their day and shuffles off to sleep as he ups his intensity further. Businesses shut off their lights, the nightclubs empty and the coyotes prowl the abandoned streets as James continues to press on, sweating through his workout with fierce determination. The spot ends with a shot of the cityscape with the basketball court under a spotlight accompanied by the Nike logo and the super, “Basketball Never Stops. #BasketBallNeverStops.”
Click on the image below to play the Shine video in YouTube (HD)
From Harlem to China, LeBron to Coach K, high schoolers to H.O.R.S.E. players, Basketball Never Stops celebrates all athletes unrelenting passion and dedication to the game of basketball. Click on the image below to play the Basketball Never Stops Spotlight video in YouTube (HD)
Hear what Basketball Never Stops means to LeBron, KD, Amar’e, Dirk, Sue Bird, Coach K, Questlove, and J. Cole. Click on the image below to play the video in YouTube (HD)
Click on the image below to play the behind-the-scenes video in YouTube (HD)
The Nike Shine ad was developed at Wieden+Kennedy, Portland, by creative directors Alberto Ponte and Ryan O’Rourke, copywriter Brandon Pierce, art director Aramis Israel, producers Jennifer Dennis and Dale Nicholls, executive creative directors Mark Fitzloff and Susan Hoffman, agency executive producer Ben Grylewicz.
Editor was Biff Butler at Rock Paper Scissors with executive producer Carol Lynn Weaver.
Visual effects were produced at A52 by VFX supervisor Patrick Murphy, Flame artist Glynn Tebbutt, VFX producer Scott Boyajan. Sound was designed at Stimmung by Gus Koven. Sound was mixed at Eleven Sound by mixer Scott Burns and producer DJ Fox-Engstrom.
Music is “Sleep Warm” by Frank Sinatra.