In Collaboration With Google And BBH, Nike’s Hyper Court Combine Digital And Physical
Nike, Google and BBH Singapore came together to create the world’s coolest and most technological basketball courts, inspired by the legendary basketball superstars.
This is the second year of BBH Singapore, though we remember them from their Unlimited Stadium project.
Hyper courts are illustrated by Arturo Torres, who creates superhero-themed illustrations of rappers and basketball stars in two New York Times bestselling books. Each of the five courts include a superhero version of a basketball superstar: LeBron James, Kobe Bryant, Kevin Durant, Russell Westbrook and Kyrie Irving.
Moreover, the hallmarks of the courts offer more than just comic book charm. An outline of a phone forms a portion of Titan Love Court in BGC, teases the Hyper Court’s secondary appeal: Each court unlocks exclusive HD basketball content direct to mobile web.
Powered by Google, the content is delivered data-free, and includes training drills, elevated member activities and the best of Nike global basketball content. For example, videos from experienced coaches relay drills that address power, quickness and versatility tailored to different types of players. The program also learns and makes recommendations from continuous user interactions, which helps promote ongoing progress.
Aste Gutierrez, creative director at BBH Singapore, said:
We knew Arturo would be the perfect artist to create the impact we wanted to achieve when launching Nike Hyper Court. His fame and love around basketball and his incredible talent combined allowed us to deliver what is a game changing experience for Manila’s basketball loving youth.
Arturo Torres, said:
I came from a childhood surrounded by domestic violence, in a tough neighborhood. But to look at myself and know that I’m not a statistic when I could’ve been, should’ve been, that’s amazing. I’m proof, you can make it out, you can have a better life. To know that my art can contribute to something like that, that maybe a kid here in the Philippines can feel excited about playing on that court because of something I drew and that helps him become the next LeBron or Kobe, that’s incredible. I just want to be the best I can be and inspire kids to be better. That’s my goal: for kids to be better than me.
The first-dedicated Nike Hyper Live courts are, Titan Love Court in BGC featuring LeBron James, Ususan Court in Taguig featuring Kobe Bryant, Comembo Covered Court in Makati featuring Kevin Durant Court, Scarlet Homes Covered Court in Paranaque featuring Russell Westbrook, and YCL Covered Court in Quezon City featuring Kyrie Irving.
