To elevate the HBL, W+K Shanghai created a mysterious character with “the voice of HBL” that magically reached out to every basketball player and lover. The campaign acknowledged the hard work of these athletes and reminded them to seize this once-in-a-lifetime opportunity.

The film highlights HBL players grinding through another day of practice and hustling in their seasonal games and pushing themselves every step of the way as they prepare to enter the grandest basketball stage of their life: the Nike HBL Invitation.

The campaign also featured a series of OOH activations in Beijing, Shanghai, and Guangzhou, where Nike captured the true, emotional moments of joy, pain, and accomplishment from 12 HBL teams. The photos were also scattered throughout the streets of each city, inspiring HBL players to play hard and showcasing the passion these players have for the game.