To celebrate the tip off of the NBA season, Nike Basketball introduces the “Come out of Nowhere” campaign. Each athlete has unique challenges to meet – old rivals and new teammates, on-court chemistry, off-court distractions, injuries, trades, fines, rookie growing pains, and veterans with youth on their heels — every player, challenge and solution is unique, and often unexpected.
The “Come out of Nowhere” campaign sparks these individual narratives for a powerful roster of athletes and brings voice to the game’s future. The campaign launches in-full on “Opening Night” driven holistically through Nike’s digital channels, TV and out of house creative — both projections and physical — in relevant locations around the country. Nike is also creating “House of Hoops” content for online and TV with retail partner, Foot Locker as well as a mobile retail experience (HOH truck) which began selling the LeBron and Kyrie “Championship Pack” on Saturday in Akron and Cleveland on Sunday. Additionally, the truck will also be in Cleveland today and at the Cavs Fan Fest and Q Arena for tomorrow’s tipoff. The mobile unit also restocked the popular “Ky-Rispie Kreme” product which was available this past May. The Battle Grey LeBron Soldier and Kyrie 2 will also be available on the truck.