In China people don’t really pay attention to high school basketball... even basketball fans. Nike China wanted to elevate its high school basketball league (HBL) to a level where the wider community would take notice of the league and its players and at the same time inspire basketball kids in China to pursue their own basketball dreams.
To commemorate and encourage the players of HBL, W+K Shanghai created a mysterious character with “THE VOICE OF HBL.” This hooded, charismatic hype man magically reaches out to every player and everyone who loves the game by acknowledging their hard work and reminding them to seize this once in a lifetime opportunity – because they only HBL ONCE.
For the first time this year, the NIKE HBL INVITATIONAL was held on the largest stage for basketball in China - Beijing Wukesong Stadium. It offered all the young high school athletes in Greater China the chance to make names for their schools and themselves and gain the attention of the entire nation.
