Midnight Madness is a national basketball event sponsored by Nike. It was celebrating its tenth year of activity, so Nike wanted to attract the best young basketball talent and reignite its community with a new energy and style for the brand. It also wanted to celebrate the NBA Most Valuable Player Lebron James’ arrival in the UK. We developed a campaign that was in keeping with the arrival of Lebron James. The messaging challenged young players to ‘earn the crown’ in the presence of the NBA MVP. All material used bespoke type design and a visual pallet that included gold, making the poster and other campaign elements truly come to life.
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