If you're a kid in Greater China, no one encourages you to play basketball. Consequently, many young ballers lack the self-belief to push themselves to progress in the sport they love.
We wanted to give these passionate Chinese ballers something to belong to by showing them that there were thousands of kids just like them all over the country.
We found 30 diverse players, had the greatest athletes in the world mentor them and used their story to Inspire millions of passionate ballers and prove to a nation that the ability to RISE is in all of us.
We created a series of 7 weekly real time episodes, following 30 regular kids on an incredible journey from ordinary to extraordinary.
Their stories played out across TV, digital, mobile and OOH as the show inspired and captivated the nation. China tuned in to see which players would RISE and make the final team of 12. Millions watched them train with the best athletes on the planet, using the most advanced coaching tool in the world and witnessed the highs and lows of their journey.
We created the world's most advanced basketball coaching tool to deliver an authentic and innovative training experience, totally changing the way the sport could becoached. A fully connected training ecosystem comprising of a simple and intuitive coaching app, an incredibly accurate tracking system and a fully reactive LED court.
Players were tracked, monitored and assessed on court, which resulted in immediately being able to improve their game. It gave coaches the power to elevate the performance of any basketball player.
The RISE message transcended sport and spread out into wider culture, changing the perceptions and attitudes of a whole generation towards basketball. We used the values of RISE to inspire kids across Greater China and beyond, to play and train more.
We gave a whole nation of kids self-belief, helping them turn that inspiration into the drive to become better athletes, proving that anyone can RISE.
“KEEP RISING, STAY HUNGRY. CONTINUE TO ENDURE”