UNYIELDING SISTERS
For FIBA Basketball World Cup, NIKE wanted to hype the Chinese Women’s Basketball Team and give them the national recognition they deserve because even though they haven’t won the cup, they’re notoriously tough and fight like every game is the finals.
The best teams have the best nicknames. So we decided to give the Women’s team their very own: the UNYIELDING SISTERS (|wúwèi jinlán| in Mandarin alludes to a beautiful local flower). China’s One-Child Policy left a whole nation of women sisterless, so this was the perfect opportunity to unite all the basketball-loving women behind the team and showcase their strength.
In a week-long social blitz, the team went from unknown to household name thanks to the UNYIELDING SISTERS. The name was used across China – on the news, in social, and even on a limited edition run of Nike tees and sneakers as the team battled their way to the finals and a silver medal for the first time in 28 years.