NIKE x LEBRON JAMES x EYBL SCHOLASTIC
Nike wanted to reinvigorate LeBron’s annual high school invitational, Chosen 1’s; an event with massive untapped potential to become a fixture in LJ’s post-career legacy. We understood that a saturated tournament schedule for elite young athletes elicited a need to cement Chosen 1’s as the can’t miss moment of their season.
As avid sports fans, it was immediately clear that Vegas is where we place our bets on the next era of hoops stars. Whether it’s the NBA Summer League, March Madness , USAB or now, Chosen 1’s, Vegas is a sneak peek into basketball’s future.
In regards to the experience, numerous interviews with athletes and coaches revealed success in our efforts to deliver a formative, high-octane experience for players, coaches, and attendees. Saturday (where Chosen 1's teams took the stage) rang out with the cheers of 700+ attendees throughout the day.
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THE CHAMPIONSHIP CONTENT
ROUND I
A WELCOME MESSAGE FROM LAS VEGAS ACES STAR A’JA WILSON
We kicked off our tournament IRL and online with a welcome message VO’d by someone who’s no stranger to the pressure:
3x WNBA MVP A’ja Wilson. The welcome was shared on social as well the Opening Ceremony of each day of competition.
ROUND II
WINNING WORDS FROM THE KING LEBRON JAMES
Throughout the competition, we turned up the pressure by sharing this message direct from The King himself.
ROUND III
OUTPLAYING THE PRESSURE WITH JERZY ROBINSON
We brought fans onto the court to experience the pressure first hand
with bespoke mic’d up content featuring five-star highschool recruit, Jerzy Robinson.
ROUND IV
HIGH-STAKES HIGH-PRESSURE HIGHLIGHT REELS
Every player was given pro treatment with their very own highlight reels
that would play throughout the live broadcast of each match-up.
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Every winning team was treated like Vegas Fight Night royalty, receiving their own “Chosen Champions” Championship Belt
for walking onto the hardwood-ring a contender, and walking out a winner.
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To sweeten the deal, the “Chosen Champions” were rewarded with a Champions Celebration
We transformed The Dolby Live Arena for our 3 day all-in Invitiational.
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Our high-stakes, high-pressure high school hoops tournament brought out the likes of NBA Champions like SGA and Shaun Livingston, as well as champion level Shooting Coach, Lethal Shooter.
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#PRESSUREISAPRIVILEGE
#CHOSEN1S #EYBL
Agency: The Robot Co
EP: Collin Bean
CD: Justin Joo
Design Director: Mia Lee
Team: Myles Andrew-Duve, Mike Folabi,
Mina, Tina, Jaslima
CHOSEN CHAMPIONS
EYBL & CHOSEN 1’S INVITATIONAL: LIVE FROM LAS VEGAS
Nike wanted to reinvigorate LeBron’s annual high school invitational, Chosen 1’s; an event with massive untapped potential to become a fixture in LJ’s post-career legacy. We understood that a saturated tournament schedule for elite young athletes elicited a need to cement Chosen 1’s as the can’t miss moment of their season.
As avid sports fans, it was immediately clear that Vegas is where we place our bets on the next era of hoops stars. Whether it’s the NBA Summer League, March Madness , USAB or now, Chosen 1’s, Vegas is a sneak peek into basketball’s future.
In regards to the experience, numerous interviews with athletes and coaches revealed success in our efforts to deliver a formative, high-octane experience for players, coaches, and attendees. Saturday (where Chosen 1's teams took the stage) rang out with the cheers of 700+ attendees throughout the day.
THE CHAMPIONSHIP CONTENT
ROUND I
A WELCOME MESSAGE FROM LAS VEGAS ACES STAR A’JA WILSON
We kicked off our tournament IRL and online with a welcome message VO’d by someone who’s no stranger to the pressure:
3x WNBA MVP A’ja Wilson. The welcome was shared on social as well the Opening Ceremony of each day of competition.
ROUND II
WINNING WORDS FROM THE KING LEBRON JAMES
Throughout the competition, we turned up the pressure by sharing this message direct from The King himself.
ROUND III
OUTPLAYING THE PRESSURE WITH JERZY ROBINSON
We brought fans onto the court to experience the pressure first hand
with bespoke mic’d up content featuring five-star highschool recruit, Jerzy Robinson.
ROUND IV
HIGH-STAKES HIGH-PRESSURE HIGHLIGHT REELS
Every player was given pro treatment with their very own highlight reels
that would play throughout the live broadcast of each match-up.
THE CHOSEN CHAMPIONSHIP BELT
Every winning team was treated like Vegas Fight Night royalty, receiving their own “Chosen Champions” Championship Belt
for walking onto the hardwood-ring a contender, and walking out a winner.
THE CHAMPIONS ONLY CELEBRATION
To sweeten the deal, the “Chosen Champions” were rewarded with a Champions Celebration
THE CHAMPIONSHIP ARENA
We transformed The Dolby Live Arena for our 3 day all-in Invitiational.
THE CHAMPIONS IN THE CROWD
Our high-stakes, high-pressure high school hoops tournament brought out the likes of NBA Champions like SGA and Shaun Livingston, as well as champion level Shooting Coach, Lethal Shooter.
#PRESSUREISAPRIVILEGE
#CHOSEN1S #EYBL
Agency: The Robot Co
EP: Collin Bean
CD: Justin Joo
Design Director: Mia Lee
Team: Myles Andrew-Duve, Mike Folabi,
Mina, Tina, Jaslima
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