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In a first-of-its-kind, the digital design team of AKQA and world’s leading manufacturer of sporting brand Nike have joined hands to lend a dramatic touch to the game of basketball via a pulsating LED basketball court! Assisted by the expertise of multidisciplinary design studio Rhizomatiks from Japan and real estate pro WiSpark from China, the sports aficionados have come together to tell a story that is woven around the innovatively designed court in an engaging marketing campaign, creating, a social basketball documentary drama in China. Interestingly, this multi-phased campaign (Nike and the RISE team, the challenge and the especially designed LED court) started from an online request of an applicant to share 30 sec basketball-theme video from 27 cities of China, then 30 short listed applicants compete in next round. Where in Basketball legend Kobe Bryant host the remaining 30 players at a state-of-the-art basketball facility in Shanghai called, House of Mamba. Where individuals will be tested and monitored on their techniques and skills on digital design court. Now, here is a real drama that unfolds,a full-sized LED basketball court, the first of its kind;whose graphical representation and visual treat create a rhetorical effect that disperse into energy on court. Which brings graphics, video and player-tracking to life. The court is customized to specification with motion-tracking senses and reactive LED visualization to train, guide and challenge the RISE players through a variety of drills based on Bryant's training and adapted specifically for the court.Making the whole idea of gaming experience fun and exciting. Based on individual merits, Bryant short listed 10 RISE players from 30, who then competed in the RISE Final held at Wukesong Basketball Park in Beijing on Aug. 16. These three winners from the Final will now move to participate in the Nike World Basketball Festival in Barcelona, Spain, Sept. 5-7. The whole idea of the campaign was to inspire young people with a passion for basketball through their personal stories. “It’s never about the destination it’s always about the journey” says Kobe Bryant. AKQA and NIKE has Just Did It!
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House of Mamba, LED, Basketball Court, design team, AKQA, Nike, studio Rhizomatiks, Japan, China, RISE, campaign, ,
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