Nike: I Got Next

2017 marks the 20th year of Nike Basketball in China. This March, Nike China launched a new basketball spot"I Got Next" with its longtime creative partner Wieden+Kennedy Shanghai, to celebrate the fearlessness of young basketball players and encourage more kids to step onto the court to be the next. Since childhood, Chinese kids have been told to know their place and stay in line, because it's safe and they won’t have to worry about the consequences of failing. In the old days, it does help to keep kids on track, but also stops kids from trying and living up to their full potential. However, Nike China found change is already on the way nowadays. The young Chinese kids have more confidence in their game, they dare to take competitions on and they will challenge the conventions that stand in their way. In the spot, we open on our two average if slightly undersized heroes, Chuck and Leon, as they watch some big guys playing a tough game of one on one. After some apprehension Chuck gathers his courage, stands up and shouts "I got next." He shows the big guy he's got some game and Leon takes notice. This starts off an endless game of magical one-upmanship as they continually raise the stakes by challenging each other to bigger and bigger games until they end up in the finals of a high school basketball league where the game might not ever end.