Nike Women


To promote the seasonal Nike Basketball’s campaign “Dare To Become” and drive more awareness/engagement toward athlete Kevin Durant’s spirit & latest signature shoes.


KD has been tagged with some negative hashtags on court & off court, and KD has overcome these noise and elevate to a new height. How can we utilize this insight to resonate with our TA?

Nike Dribble Court
Nike Dribble Court

Our idea

We created a campaign named “earn your tag” and invite users to take a personality test to determine their unfavorable on-court tag. These tags of shame will be transformed into tags of fame, so users are inspired to shed their weaknesses by training harder to improve their game.