NIKE
NYC HOOPS
Stories from “The Mecca” of basketball. Told by the generation redefining it.
In NYC, no matter where you’re from—the city is a part of your DNA. The world keeps its eye on the Big Apple, so when you’re made here, you set the standard: on the court and in the streets. Here Nike gives a platform to the unfiltered high school hoop experience made iconic by the kids of New York City.
Many Creators. Many Stories. Many Ways to tell them.
By passing the mic to Gen-Z athletes, creators, and die-hard fans we tap directly into the energy and experience of NYC high school basketball to reach that niche Hoops community where they are. These stories and storytellers represent the signature confidence and presence that New Yorkers bring to the table.
Nike introduced us to some of the biggest athletes to ever play the game. How can we share a sneak peak into the lives of NYC’s future legends, while capturing the nuanced authenticity that makes this community so special?
We captured the high school basketball experience irl—all with the casual vibe of hanging out during recess.
On the court, off the court, and from the sidelines, we put the spotlight on stories from within the NYC Hoops High School community. Featured athletes gave us a look at the game itself from an insider POV: the drive, the sacrifice, and the moments that are made bigger than life. Our selected creators and die-hard fans dialed us into culture with the passion and access that New York City’s youth are born into.
