Nike Launches First-of-a-Kind ‘Hyper Court’ in Manila
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On court digital platform will deliver data-free content and was developed with BBH Singapore
Nike has recently launched a first of its kind initiative in Manila - Nike Hyper Court.
Powered by Google, and developed in partnership with creative agency BBH Singapore, Nike Hyper Court is the first ever on-court digital platform that delivers content data-free, including training drills from experienced coaches tailored to different types of players, elevated member activities and the best of Nike global basketball content.
Manila is a city where kids play basketball day-and-night, yet access to proper training is reserved for the elite. Even those wanting to learn the skills online can’t do so as data is either unreliable or expensive. Nike’s ambition for the initiative was to give youth a platform to help them get better at the sport they love.
Available initially at five courts across Manila, Nike Hyper Court provides basketball enthusiasts across the city with access to training programmes modelled after three of the biggest players in the game - LeBron James, Kevin Durant, and Kyrie Irving.
Each of the Nike Hyper Courts in the five Barangays (districts) are visually stunning thanks to the designs of Arturo Torres, the internationally renowned illustrator known for his signature superhero style illustrations of rappers and basketball stars in two New York Times bestselling books - The Rap Year Book and Basketball (and Other Things). The first five courts feature the emblematic identity of basketball superstars LeBron James, Kobe Bryant, Kevin Durant, Russell Westbrook and Kyrie Irving.
The Nike Hyper Court training content is designed for Filipino basketball players with the help of experienced coaches. The training drills are tailored for different types of players: Explosive Power, Electric Quickness and Dynamic Versatility, and the program learns and makes recommendations from continuous user interaction.
David Webster, Managing Partner at BBH Singapore, says: “Bringing two brands like Nike and Google together has allowed us to deliver a true world first - Nike Hyper Court will be transformational to Filipino basketball, giving millions of kids access to some of the best training available and to help them raise their game,”
Nike Southeast Asia & India Senior Marketing Director, Bulbul Khera, adds: “The passion for basketball in Manila is unlike any other city in Asia. We want to inspire young ballers to realize their full potential through the physical and digital aspects of their sport. Nike Hyper Court enables these ballers to train anytime without worrying about access to training drills and data costs,”
Miguel Andrés-Clavera, Google Creative Technology Lead, says: “Collaborating with a great partner like Nike and an innovative agency like BBH was a perfect fit. Nike Hyper Court, powered by Google, presents a great example of how businesses can partner with the community to customize technology and provide an original, digital solution aimed at empowering Filipino basketball players and youth across the capital. We are excited to see Nike Hyper Court use Google’s technology to change the game. This technology allows for endless possibilities on and off the court.”
Nike Hyper Court was officially launched at the end of November 2017.
Creative Agency: BBH Singapore
Managing Partner: David Webster
Executive Creative Director : Joakim Borgström
Creative Technology Lead : Dillah Zakbah
Creative Director : Aste Gutierrez
Copywriter : Kara Bautista
Art Directors : Sudhir Pasumarty, Denise Tee, Grace Wong, Joel Sow
Lee Jing Lin
Business Director: Sid Tuli
Planning Director: Rebecca Ash
Account Director: Nicole Lee
Associate Account Director: Cheryl Cheong
Operations Director : Lesley Chelvan
Digital Producer : Chris Salonga
Digital Production : MediaMonks
Network Partner : NexLogic TeleCommunications Network Inc.
Intern : Jereek Espritu
Content Production: Black Sheep Studios
Head of Production: Jonathan Gerard
Producer: Samantha Dalton
Illustrations: Arturo Torres
Additional Illustration Elements: AJ Dimarucot
Photography: Edge of Light
Photographers: Xander Angeles, Raymond Celestino, Kharren Granada, Kevin Cayuca