House of Mamba
Award: Yellow Pencil
Yellow Pencil / Digital Marketing / Innovative Use of Technology / 2015
Nicknamed the Black Mamba, basketballer Kobe Bryant is known to strike with speed and precision. As part of Rise, Nike's national basketball campaign in China, Kobe trained basketball hopefuls in an environment that embodied the unforgiving, entertaining and pioneering nature of the Black Mamba himself. House of Mamba is the first full-sized reactive basketball court. Pushing the boundaries of the game to create a never-before-seen fusion of sports performance training and entertainment, the court incorporated bespoke motion-tracking technology and a custom-designed, fully constructed LED playing surface. Reactive drills were based around Kobe's Mamba Mentality, his never-say-die attitude. The drills automated player data and visual feedback in real time, helping to improve their skills and elevate their game to a higher level.
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