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And as the brand synonymous with basketball, Nike Basketball needed a way to participate in hoop culture in real time, without losing the *Just Do It* gravitas fans expect.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"image\",\"version\":1,\"hash\":\"02ef5995d2260ff8d75d1ff00dacdbc784e8deaa\",\"src\":\"https://s3-alpha-sig.figma.com/img/02ef/5995/d2260ff8d75d1ff00dacdbc784e8deaa?Expires=1783296000\u0026Key-Pair-Id=APKAQ4GOSFWCW27IBOMQ\u0026Signature=EMUtQ8iW7EMNC8vpLeP2S4RyPa-751lVBAoKSYBjyQwTmG4i60La~NxCm7IpQjFIsIUC~fKE4mPTjNWLbHMKfojVSUXhUIkbvlwC~SBsR2z5YtLMGtnDopQvpF7WHlNqwrOeGwyf53Q~6o4QEpQH0G4TfWL5oH4wu7UHSr45wkblqXZNgoBGxvOXtMYNQu7KmDZVTSrZk0rOh-2iCttIV8rIFs8Zddr8X0fMfg3XTGXkh3~0c8ex2139JvgxKOpAovPRoQ9hS2AB6Mp20s3C1qL2Eq5wnoivEkHXAPYfpPMTyNaBfP4qJnMKefae8YgIKA6Bgj1PJ5xRQfEIp9nGRw__\",\"altText\":\"\",\"originalImageWidth\":480,\"originalImageHeight\":853,\"isFillWidth\":false}],\"direction\":null,\"format\":\"center\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Don't Be Extremely Online. Be Extremely Plugged-in.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The only way to embrace culture is to participate in it. With this insight in mind I built the strategy around _Touch Asphalt_, a creative manifesto that made leaving Nike HQ and going out into the world an imperative.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Go Where the Game is.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"With the manifesto in place, the next step was to make it actionable. To do so I created a handful of quick-strike social franchises — the types of things we could quickly capture on an iPhone in between takes of a hero shoot or TVC production. The end result was a strategy that allowed Nike Basketball to show up on feeds in a way only they could: timely, fluently, and with the biggest names in the sport.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"9cb1532f-a9b4-4ba7-9b00-9c69c06ae43d","fieldSchemaId":"2602c513-f95b-406a-9e62-28e8df3567e2"},{"id":"3a36b093-b2f9-43a3-ab3b-6ae413d8d7ce","value":"{\"image\":\"89218052b8c5d81cc67102c04894a81afb7b95c3\",\"imageThumbnail\":\"69d964a6b2cea8ffdf1011608015dd86ca4cec05\",\"originalImageHeight\":1919,\"originalImageWidth\":1080,\"altText\":\"Nike Basketball Hero Image\",\"fileName\":\"418374947_1019046629189427_6253682770516733557_n.jpg\"}","itemId":"9cb1532f-a9b4-4ba7-9b00-9c69c06ae43d","fieldSchemaId":"47bb0584-30c3-41fa-92be-562570beef96"}]}}}},"slugByItemId":{"3ab106d1-3d4c-46e3-acf8-84b992b0e1a5":"i-tried-blank","4371f393-93c9-4ee8-9cd3-e2cbea119c0e":"beat-saber-showdown","9cb1532f-a9b4-4ba7-9b00-9c69c06ae43d":"touch-asphalt","7fd80cab-fb71-4c9f-b165-cda613fa769a":"snkrs-is-not-an-app","03235bff-50c8-4b1b-9d45-d29db2ee0929":"embrace-the-edit","0be05c37-bdcf-46cb-811c-c75e683472fb":"build-with-me","e3f224ce-dc08-46c9-8f54-04fbcbf66fab":"apple-music"}}