Nike: You Only HBL Once

In China people don’t really pay attention to high school basketball... even basketball fans. Nike China wanted to elevate its high school basketball league (HBL) to a level where the wider community would take notice of the league and its players and inspire kids in China to pursue their own basketball dreams.

To commemorate and encourage the players of HBL, we created a mysterious character with “THE VOICE OF HBL.” This hooded, charismatic hype man magically reaches out to every player and everyone who loves the game and reminds them to seize this once in a lifetime opportunity – because they only HBL ONCE.