Coming into the 2023 season, the New York Liberty were one of the top picks to compete for the WNBA title, which would have been New York’s first basketball title in 50 YEARS. A big reason for the hype and excitement was starting guard Sabrina Ionescu.
After missing much of the previous season with injury and having an ascendant career derailed by COVID, New Yorkers didn’t really know her. Nike focused much of the Summer on turning this all-star into a city icon.
We launched a campaign co-starring TikTok star Druski to show that Ionescu was just at home in the gym as she was in the city. And to prove the latter point, we created an outdoor experience during Nike’s annual NY vs. NY prep tournament: a Sabrina-inspired take on one of the city’s most important institutions: the bodega.
The above spot got so much love online that we dropped a bloopers video a few days later. Everyone loves a bloopers vid.