United We Rise: Nike Debuts New Team USA Basketball Creative
Ad features Marvin Gaye’s legendary rendition of “The Star Spangled Banner”
As the USA Basketball Men’s National Team continues on its quest to reclaim hoops supremacy in international competition in Beijing, Nike is set to release a new commercial spot that captures the essence of the team’s selfless play and commitment to the squad’s ultimate goal, Olympic gold.
Set to the score of Marvin Gaye’s memorable performance of “The Star Spangled Banner” at the 1983 NBA All-Star Game in Los Angeles, the spot takes viewers into a USA Basketball team practice and showcases the collection of star-studded athletes taking part in basketball drills and scrimmages and ultimately uniting as one team.
“This select group of players are putting aside individual recognition and instead placing their trust in the US colors and each other,“ said Joaquin Hidalgo, Nike Vice President of Global Brand Marketing. ”The story we’ve created illustrates their commitment to this team, to winning, and representing their country in Beijing"
Featuring NIKE, Inc. athletes such as Kobe Bryant, LeBron James, Jason Kidd, Carmelo Anthony (Jordan Brand), Chris Paul (Jordan Brand) and Dwyane Wade (Converse), along with actual footage of Marvin Gaye’s performance of the National Anthem, a two and a half minute version of the commercial will air on August 5, following the final episode of “Road To Redemption presented by NIKE” on ESPN2.
In addition to the two and a half minute commercial, a 60-second and 30-second version of the ad will begin airing nationally August 8. All versions of the commercial will also be available for viewing at www.nikebasketball.com . The ads were developed with Wieden+Kennedy Portland.
Outfitting Team USA
For the Beijing Games, The USA National Basketball teams will wear a new Nike designed basketball uniform that eliminates 25 centimeters of material and reduces the weight by 31 percent when compared with current uniforms. Nike’s new uniform also features Nike Aerographics, an engineered mesh providing zoned cooling that reduces up to half the yarn, making it more lightweight and breathable. An exclusively designed “We the People” graphic, inspired by USA’s rich history, is also integrated into the uniform.
In addition to The USA squad’s uniform design, several members of USA Men’s National Team, including Kobe Bryant will wear the new USA Nike Hyperdunk colorway. The Nike Hyperdunk is 18 percent lighter than the average Nike basketball shoe and is the lightest and strongest basketball shoe Nike has ever created. The Nike Hyperdunk, which features Flywire technology, is currently available at retail for a suggested price of $110.
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