NIKE CHINA TAKES YOU INTO THE MIND OF KOBE –
With Kobe X sneaker arriving in China, Nike unveiled the “Kobe X Deadly Quickness Temple” – which is a mix of obstacle course and art installation. Kobe Bryant is, without question, one of the greatest players in NBA history. The obstacle course was the last part of a three-prong marketing campaign meant to test the mental and physical toughness of Kobe fans.
To commemorate the launch of his new Kobe X shoes, Nike partnered with W+K Shanghai to develop this three-part campaign experience designed to bring Chinese basketball players into the mind of Kobe and the show them Kobe’s Deadly Quickness first-hand.
The campaign kicked off in early February with billboards and banners to announce the launch of Kobe X. It was then followed by a mobile game – Kobe X Deadly Quickness Test – that was inspired by the games the US military uses to select pilots. The game consisted of 3 bite-sized, quick, but intriguing puzzles that put your reflexes, analytical power and problem solving skills to the test.
Entering through the mouth of a snake first greeted by costumed monks, Kobe himself, only present in voice, challenged them to five individual tests, each designed to simulate playing in a high-risk NBA basketball game.
Watch the “Kobe X Deadly Quickness Temple” here: https://www.youtube.com/watch?v=QKE-INdJ79s
Once a participant reached the end, they received a sharable video of their performance. A total of 650 aspiring Kobes went through the course and social content spread across China like wildfire, reaching more than 3.2 million fans through social posts on Weibo and WeChat.
A few screenshots of the campaign here: