Branded Entertainment

NIKE : RISE PHILIPPINES

TV series giving young Filipino basketballers a shot at greatness. 

THE BRIEF

In the Philippines, basketball is a national obsession. Despite the talent on the streets, few make it out of the barangays to become professional players. Nike set out to prove that, when given the opportunity, anyone can overcome adversity and realise their dreams.

THE WORK

Nike Rise Philippines (5x25') is Nike's first ever prime time TV series. It follows a group of 24 players, chosen from thousands of hopefuls, as they journey to Manila to eat, sleep, and breathe basketball under the leadership of former Philippines national team head coach, Chot Reyes. At stake: the chance to win one of twelve national basketball scholarships.

Shot over 6 weeks, the series shares the kids' highs, lows and inspirational backstories. We see them train with international sporting icons such as LeBron James and Manny Pacquiao before displaying their skills, in a stunning series finale, before a capacity crowd inside the Philippines’ biggest stadium. 

Nike Rise Philippines became the most-watched series on TV5 of 2015, cementing Nike as the #1 sports brand in the Philippines. Most importantly, it gave 24 kids a shot at greatness: to prove that they could overcome adversity and achieve more than anyone could ever believe. With 12 of the players winning scholarships and tryouts with colleges, Rise ultimately changed their lives forever.

THE RESULTS

Cemented Nike as the #1 sports brand in the Philippines

Most watched TV5 series in 2015

Reached 28% of the population

Changed 24 young ballers’ lives forever


AWARDS

Winner: Integrated - BIMA Awards 2016

Creative Marketing Effectiveness: Branded Entertainment - New York Festival 2016

Bronze: Entertainment - Spikes Asia 2016

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