Architecture
china high school basketball league
Sawasdee
Shot on iPhone
2023-24
In 2023, basketball in China found itself at a crossroads. The national team failed to qualify for the World Cup, the professional league was losing momentum, and fewer homegrown players were breaking onto the global stage.
Yet within CHBL, we saw the opposite.
A new generation of athletes was bringing fresh energy, passion, and excitement back to the game. The competition was more intense, the rivalries more emotional, and fan engagement continued to grow.
Nike set out to celebrate what makes these young athletes different: their raw intensity, fiery spirit, and fearless competitiveness. The very qualities that set them apart from the professional game.
The campaign centered around the idea of 少年脾气 (Youth Temper)—the belief that their greatest strength lies in their willingness to play with emotion, conviction, and rebellion. It's a mindset that fuels fearless competition and unfiltered self-expression; a spirit that many professional players lose over time.
For these athletes, 少年脾气 isn't a weakness—it's their superpower.
ANTHEM FILM
CAMPAIGN VISUALS
2024-25
In 2025, Nike Basketball championed the next generation of hoopers across Greater China, encouraging them to earn their names through CHBL and turn ambition into achievement. The campaign elevated the league's rising stars, making them the new faces of basketball culture in China.
CAMPAIGN VISUALS
COPY: "YOU DONT KNOW ME BUT YOU WILL"
2025-26
In 2026, Nike turns the spotlight on the CHBL community and highlights the passion of the fans and make them believe that there is truly “None Like Us”
MENS TEAM CHAMPIONSHIP REACTIVE
WOMENS TEAM CHAMPIONSHIP REACTIVE
MORE TO COME...