Nike – Love him or hate him, Kobe Bryant is a legend

Nike “Don’t Love me, Hate Me”

Kobe’s retirement announcement on November 30th, 2015, created mixed feelings for fans in the U.S. Over there he is despised just as much as he is loved. But Nike thinks that in China, things are very different and feelings are much more one-sided. Millions of Chinese don’t just love Kobe, they worship his every move.

They love him not just for his accolades and achievements on the court, but because he devoted his time, passion, and belief in Chinese ballers. While other NBA stars come to China for just one visit, Kobe came back again and again with Nike. He pushed and coached China’s aspiring ballers to be better and aim higher. Today he is seen as the powerful and beloved mentor of Chinese basketball and China’s adopted sport hero. So it was crucial for Nike China and Kobe to do something special for the athletes as a parting message.

Together, Nike China, Kobe and Wieden+Kennedy Shanghai have crafted a provocative spot that is meaningful to China while also embodying the spirit of Kobe.

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Credits

CREATIVE AGENCY
CREATIVE DIRECTOR: Terence Leong, Azsa West

COPYWRITER: Nick Finney, Wei Liu
EXECUTIVE CREATIVE DIRECTOR: Yang Yeo
BUSINESS DIRECTOR : Dino Xu
ACCOUNT DIRECTOR: Jim Zhou
CREATIVE AGENCY: W+K Shanghai
ASSISTANT PRODUCER: Yuan Fang/Jiji Hu
BUSINESS AFFAIRS: Jessica Deng, Kathy Zhan
ACCOUNT EXECUTIVE: Shawn Kai
PROJECT MANAGER: Nicole Bee
DIRECTOR OF INTEGRATED PRODUCTION: Angie Wong
SENIOR PLANNER: Paula Bloodworth
SENIOR ART DIRECTOR: Shaun Sundholm
SENIOR DESIGNER: Patrick Rockwell, Will Dai
DIGITAL STRATEGY: Bill Tang

OFFLINE
PRODUCER: Christopher Noviello
EDIT COMPANY: Rock Paper Scissors
EDITOR: Hiro Ikematsu , Biff Butler & Alyssa

POST PRODUCTION / VFX
COLOURIST: Paul Yacono
CONFORM & EDIT ASSIST: Gabe Sanchez Rotoscope
SMOKE: Chris Riley
2D ARTISTS: Michael Vaglienty, Adam Flynn
POST PRODUCTION HOUSE: a52

PRODUCTION COMPANY
PRODUCER: Jeff Tannebring
MANAGING DIRECTOR: Jennifer Sofio Hall
EXECUTIVE PRODUCER: Belinda Blacklock, Ken Yap
DOP: Rachel Morrison
LINE PRODUCER: Kelly Christensen
DIRECTOR: Biff Butler
PRODUCTION COMPANY: Elastic TV / Lunar Films