Nike: 少年脾气
In Chinese, 脾气 (pi qi) means temper.
For this year’s CHBL - the Chinese Highschool Basketball League where 600+ schools compete to see who is the best in China - Nike wanted to show how 脾气 on the court is a good thing.
Because 脾气 can also mean Spirit.
This campaign features real CHBL players, going against the grain of traditional Chinese culture and showing off their 脾气.
They care too much. They try too hard. They play every game like it might be their last.
You could call them stubborn. Reckless. Rebellious. Just make sure to call them champs too.
Reactive OOH for the 2024 CHBL champs
