Reimagining Sport Through Cultural Lenses Across Asia Pacific.
Athletes don't play it safe, and I guess being an ex-professional athlete meant that I couldn't either. When Nike called, I moved everything - wife, 3-month-old son, and Cookie Monster (our dog) across the world to Singapore. Because great sports stories don't happen in comfortable situations.
At BBH, I led Nike's strategy and brand voice across South East Asia & India, while serving as a core member of Nike's APLA Brand defining team and the Nike APLA Kids team. Raw, real, unfiltered. Every campaign had to sweat like our athletes do. Together, we turned Air Force 1s into symbols of street culture, made the FIBA World Cup pulse through every pickup game and midnight practice, built courts for the next generation of ballers, and crafted a Paris 2024 Olympics strategy that didn't just connect global ambition to local reality - it gave every territory the power to ignite their athletes' stories while keeping Nike's competitive spirit burning through.
Because in a region where sport runs this deep, where athletes hustle this hard - anything less than authentic doesn't make the cut.
Nike Basketball: 2023 FIBA World Cup
Task: Reignite faith in Philippine basketball and inspire the next generation of athletes ahead of the FIBA World Cup 2023.
Problem: Despite basketball being a national obsession, Filipinos were losing faith in their game. The system was failing players, opportunities were scarce, and national pride was at an all-time low.
Truth: Real inspiration comes from relatable stories of overcoming adversity, not just hype and heroics.
Proposition: Defy Today, Define Tomorrow.
Solution: We created a platform-first campaign showcasing seven uniquely Filipino narratives, each told by athletes who conquered their fears and challenges. From silencing the noise to claiming the spotlight, these stories resonated deeply with the country and the culture.
Effect: We didn't just boost Nike's numbers (hello, +77% revenue for Nike Basketball!), we reignited belief on a grand scale. 66.8 million Filipinos reached, a 57% jump in active Nike members, and Nike crowned the champ of social media engagement during the tournament. But the real slam dunk? We turned a World Cup campaign into a movement bigger than basketball itself.
Nike Football: WC23 The Matildas
Task: Showcase The Matildas' all-in, all-heart approach to inspire a new generation of athletes ahead of the FIFA Women's World Cup 2023.
Problem: Women's football has historically been undervalued, leaving young athletes with few role models. The Matildas faced this challenge head-on, but their impact extends far beyond the pitch.
Truth: True victory isn't just about winning games - it's about shaping tomorrow's game, today.
Proposition: All-in, all-heart, all for tomorrow.
Solution: We created a campaign that went beyond highlighting The Matildas' on-field prowess. We showcased their relentless dedication - the early mornings, the time away from family, the fight for pay parity - positioning them as architects of football's future. Their Never Say Die attitude became a rallying cry, inviting the next generation to join in shaping the sport's tomorrow, today.
Effect: The campaign transformed The Matildas from a football team into a movement. It ignited passion in Gen Z and Gen Alpha, framing their support not just as fandom, but as participation in crafting the future of the sport.
Nike Air: Win on Air
Task: Create a disruptive reminder that Nike Air is the pinnacle performance innovation for winning.
Problem: Nike Air had become synonymous with lifestyle sneakers, with consumers forgetting its origins as a groundbreaking performance innovation that helps athletes win. The technology's true competitive advantage had been lost in translation to streetwear culture.
Truth: Actions speak louder than claims - seeing elite athletes achieve the impossible is the most powerful proof of performance innovation.
Proposition: The invisible made unmissable.
Solution: We created a head-turning, larger-than-life holographic experience that proves Nike Air isn't just any performance innovation - it's the weapon today's greatest athletes use to dominate their sports. Featuring Kylian Mbappé, Victor Wembanyama, and Sha'Carri Richardson, we turned the invisible Air technology into an unmissable demonstration of the power of Air.
Effect: Nike disrupted Singapore's retail landscape by turning a store facade into a new media channel, stopping traffic on Orchard Road and shifting perceptions of Air from lifestyle icon back to performance innovation.
Nike Basketball: Jack Animam Athlete Story
Task: Hero Jack Animam's personal victories to help Filipino youth reimagine what 'victory' can look like in basketball and beyond.
Problem: Filipino basketball, especially women's basketball, faces multiple challenges: lack of resources, stigma around female players, and reluctance to seek global experiences. These issues hold back the sport's full potential and discourage young athletes from pursuing their dreams.
Truth: True victory isn't about winning or losing - it's about having the courage to try, even when the outcome is uncertain.
Proposition: You Don't Know Until You Do.
Solution: We created a groundbreaking campaign centered around Jack Animam's inspiring journey. From a reluctant basketball beginner to a trailblazing athlete, Jack's story embodies the spirit of daring to believe and relentlessly pursuing one's goals. The campaign celebrated action over accomplishment, showcasing how Jack leaned into her self-doubts and learned through taking action to become the 'Greatest They've Never Seen'.
Crucially, we elevated a female basketball player to a level of prominence traditionally reserved for male athletes. This unprecedented approach spanned:
Owned, paid, and earned media
Extensive social media presence
In-store retail takeovers
App editorials
Social challenges
This comprehensive strategy showed female ballers in the Philippines that it's their time to take center stage on the court, challenging long-standing gender norms in sports visibility.
Effect: By showcasing Jack Animam's journey at an unprecedented scale, we didn't just promote a player - we ignited a movement that redefined victory as the courage to try, inspiring young Filipinas to dare greatly in sports and in life, while also setting a new standard for the representation of female athletes in mainstream sports marketing.
Nike Basketball: The Courtyard, Manila
Task: Turn an open space in Manilla CBD into a home for the game, not just another branded space.
Problem: Post-lockdown, Filipino ballers felt sidelined. Public courts? Battlegrounds for status, time, and gender. High-level training? A privilege for the few.
Truth: In the Philippines, courts aren't just for hoops - they're community hubs. Why not leverage this cultural DNA?
Proposition: A court where everyone feels at home.
Solution: Enter 'The Courtyard' - not just a court, but a basketball home in the heart of Manila. We mixed local art (shoutout to @Kiefsix) with Nike's swagger, creating a space that's part skills lab, part community center, and 100% basketball haven. Designing the court itself, craft programming, develop the booking system, launching the court, and inviting the community to play.
Effect: We built more than a court; we created a cultural epicenter. Ballers from all walks now have a place to play, learn, and connect. Nike? They scored major points with the community, reached over 50M people across social, all in time for the FIBA Basketball World Cup. Game recognizes game.
Nike Air Force 1 - Join Forces: Manila Community Radio
Task: Celebrate the Air Force 1's 40th anniversary by inspiring young Filipinos to join forces, move culture, and support the underrepresented, using Manila Community Radio (MCR) as a local protagonist.
Problem: Gen Z Filipinos lack emotional connection with Nike Air Force 1’s, while the Manila music scene suffers from gatekeeping and lack of diversity.
Truth: Like the Air Force 1, culture only moves forward when communities join forces to create something greater than themselves.
Proposition: Join Forces: Culture is created when we create together.
Solution: We crafted a campaign that paralleled the Air Force 1's journey with MCR's story. Both started as community-driven initiatives, championed diversity, and became platforms for authentic expression. We showcased how MCR, like the AF1, breaks barriers by welcoming experimental artists, amplifying underrepresented voices, and maintaining creative independence. The campaign highlighted MCR's commitment to gender parity and LGBTQ+ inclusion, resonating with Gen Z's values of communal unity (Bayanihan spirit) and freedom of expression.
Effect: By aligning Nike's Air Force 1 legacy with MCR's cultural impact, we forged a powerful emotional connection with Gen Z Filipinos. The campaign positioned Nike as a champion of local culture and diversity, mirroring the AF1's journey from a basketball shoe to a cultural icon.