Nike Basketball This Is Our Game: Anthem

Nike Basketball This Is Our Game: Anthem

R/GA, New York, New York, 2008

Description

When Olympic Team USA wanted an anthem to motivate them through the event, Nike enlisted hip-hop super-producer Just Blaze and fans across America to make it happen. The Anthem MC contest allowed basketball fans and rappers to rhyme to Blaze’s exclusive beat, record it from their phones, and vote online in an Olympic-style tournament bracket system. The final four MCs, selected by thousands of fans, were given exclusive Nike Olympic gear and professional recording sessions for the final release. In the end, the Anthem followed Team USA to Olympic gold and was featured on ESPN2’s Road to Redemption miniseries. 

Juror Notes

Nike has the budget and the pull to sign any rap star they choose. They’re teaching us all a lesson about opening the creative doors to the masses. 

Collections: AIGA 365: 30 (2009)
Repository: Denver Art Museum
Discipline: Promotional design and advertising
Format: Promotion, Video

Credits

Design firm
R/GA
Art director
Shu Zheng Li
Copywriter
Jason Nichols
Designers
Chadwick Shao, Ray Sison, Rasmus Wangelin
Interactive designer
Ryan Romero
Production director
Vin Farrell
Producers
Jennifer Allen, Kyle Bunch, Nigel Goodman, Sean Lyons, Julie Renwick, Dayna Vecsi
Programmers
Jon Hackett, Adam Housman, Asako Kohno, Robert Messerle, Dale Tan
Creative directors
Andrew Hsu, Richard Ting
Music
Mike Frank
Client
Nike
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