Nike
Spirit of 81
Based on Kobe Bryant's record breaking score, 81 became the philosophy that Chinese kids could aim to emulate.
We launched with posters of Kobe, introducing the spirit of 81 through his own quotes on training and hard work in building skills.
Sure, it was nice to hear from Kobe but we also showed the local variations of the 81 Spirit through a series of city posters higlighting the unique playing style of different cities – the imperial confidence of Beijing, the lightning speed of Shanghai, or even the stubborn
play from those in the five goat city of Guangzhou.
We created a virtual training camp online to search for kids who shared this spirit, with the best taking part in a tournament. Kits of special edition apparel and support posters were created to be released at that time.
Poster
Translation:
I grow every time I touch the ball.
Spirit of 81 Poster
Manifesto Poster
Translation:
81 is not a point total.
81 is a place.
81 is in your heart and in your mind.
81 is in the locker room before the game starts.
81 lives on the sweltering street courts of Guangzhou and the hallowed halls of Beijing.
81 knows that size doesn’t matter.
81 is passion.
81 is commitment.
81 is love.
81 happens before you touch a basketball. And after you go to sleep. And everywhere in between.
81 is not easy.
And 81 will not happen overnight.
81 is China. 81 is worldwide.
81 is right now.
Are you 81?
Poster
Translation:
Do 500 jump shots. Repeat.
Poster
Translation:
Be that one in a million.
Poster
Translation:
Hook. Slam. Dunk!
Poster
Translation:
If you don't train today,
someone else will.
Beijing City Poster
Posters were created to show how the Spirit of 81 applied to different cities.
The imperial confidence of Beijing ballers.
Shanghai City Poster
The lightning speed of fast paced Shanghai.
Guangzhou City Poster
The stubborn tenacity of Guangzhou players (otherwise known as the five goat city).
Chengdu City Poster
The ‘Heavenly State’ style will leave you guessing.
Wuhan City Poster
The heat applied by the ballers from one of China’s hottest cities.
Shenyang City Poster
The powerful machine play from the industrial city of Shenyang.
Spirit of 81 Camps
Basketball Camps were held both virtually and in person in selected cities.