Created by Google and BBH Singapore, the Nike Hyper Court platform delivers content data-free, including training drills from experienced coaches tailored to different types of players, and also Nike global basketball content.
The content is initially available across five courts in Manila, a city where basketball is hugely popular, but access to proper training is reserved for the elite. The courts, and the platform, are brought to life via artworks by 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 (images of the five are shown top).
The Nike Hyper Court training content is designed for Filipino basketball players with the help of experienced coaches. The programmes are modelled on the real-life training programmes of LeBron James, Kevin Durant, and Kyrie Irving, and are designed to learn and make recommendations from continuous user interaction.
The film below shows how the platform works:
Agency: BBH Singapore
Managing Partner: David Webster
ECD: 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