Kobe Mentu
Kobe Mentu (Kobe Disciples) is a 6 part TV show based on the training excellence of Kobe Bryant, incorporating the spirit of JDI for China basketball. This campaign extended to all different media platforms on and off line. Kobe Mentu turned out to be one the largest projects created in collaboration between WK and Nike.
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Broken into 4 phases of content releases, Kobe Mentu lasted 6 weeks (starting mid April and ending May of 08) with constant updates online and offline. The online content was backed by a four week intensive training program extending to the first Nike basketball community website in China, Ballers Network.
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The result was over 4 million downloads of training and 100 million views of the episodes.
Kobe Mentu:
Signature Moves
Kobe Mentu:
One on One with Kobe
Kobe: If You Really Want it
The Kobe Zoom IV launch was based on the line “IF YOU REALLY WANT IT” which was the headline of this campaign. Our resources were a VO recording of Kobe Bryant reading a script describing what it means to have ‘the fire inside’ and box of approved NBA footage.
We collaborated with Pharrell William to create an original sound track, using Kobe’s words, that became the soul of the TVC and the backbone of the entire campaign.
Nike Tennis: Roger And Rafa
In April of ‘09, we were briefed to do what Nike does best and produce a city attack for the 2009 Shanghai Masters.
Both Rafa Nadal and Roger Federer were scheduled to be part of the Masters, making this a huge opportunity for Nike. The message we wanted kids to take away: ‘It doesn’t matter how you play, as long as you play with passion’. This was manifested through two athletes who express their passion quite differently but still play at the top their game.
Nike Tennis: Rafa, The Band
Nike Tennis: Roger, The Doctor
Nike Tennis: Rafa, The Butcher
Run By Rebels
For summer of 2017, the goal was to instigate and ignite the running revolution. After all, rebellion is in our dna.
We were founded by and for the runners and athletes who don’t follow the rules. Guided by the spirit and attitude of the previous season of Vapormax, we returned to those roots to celebrate and story-tell around the athletes in apla who were pushing past the physical act of running. Creating a new culture and a new identity for runners.
Nike Women: Metallic Sheen
In fall of 2018, APLA created a cross-seasonal, geo-wide platform centered around her.
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This was a defining moment to introduce the females that are moving their cities and the world around them forward through the power of sport. By telling each of their stories we were able to amplify and defy conventions of the norm in each of their markets.
Nike Women: Metallic Sheen
Tayla Harris: AUS Football Player, Boxer
Tokyo Zoom 2.0: Hakone Ekiden
The speed of Japan is possibly the sports worlds largest secret. They lead the world in sub 3 hour marathon finishers, more sub-2:10 marathon finishers than the US in 2018 and Hakone Ekiden is one of the most popular running events, most watched in the world. Our goal was the not only bring this to the forefront of pop culture in Japan but also to the world.
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In 2019 this was the first year that the female Ekiden race was to be televised across Japan. Meijo University was the lead our campaign launch, making this the first time in history that a female running team was featured as the hero of this male dominated event. Meijo university won the 2019 Ekiden race with a devastating result.