From the Streets of Athens to NBA MVP, Nike Celebrates Giannis Antetokounmpo’s Rise

When the Milwaukee Bucks picked a lanky point-forward from Greece with the 15th pick in the 2013 NBA draft, no one predicted Giannis Antetokounmpo’s eventual career. Then NBA commissioner David Stern took his time on the name, and NBA commentator Bill Simmons compared Antetokounmpo’s Greek competition in grainy YouTube videos to an “eighth grade CYO team.” It turns out that the newest NBA MVP can make grown men look like eighth graders. Most players who win the MVP come into the league with loads of expectations. Not Giannis. In the draft video, ESPN reporter Fran Fraschilla said he probably shouldn’t be playing in an NBA game, at least not yet. Since 2013, Antetokounmpo has been climbing from being an intriguing prospect on a struggling Bucks team into the best player in the world. That journey is what Wieden+Kennedy Amsterdam hoped to capture in the new Nike ad honoring the Greek superstar’s achievements. Giannis Antetokounmpo: Mt. Olympus represents his rise from the streets of Athens to the highest point in Greece and fabled home of the Greek Gods. [kickout id="1"] The backboard reads: “Fate can start you at the bottom. Dreams can take you to the top.” That type of inspirational copy is the throughline of W+K’s decades-long, industry-defining relationship with Nike. Ultimately the spot itself is fairly simple. There are no actors needed, the ad has just two drone shots, and some title slides make up the entire 30-second clip. [kickout id="9"] But making that shot a reality took a lot of work. First, W+K had to design a unique basketball hoop that could withstand the volatile weather—without drilling into the sacred mountain. A team of workers had to navigate hail and wind to get the hoop into place while being nearly 10,000 feet above sea level. [kickout id="7"] [kickout id="8"] The final part of the hoop’s design is Antetokounmpo’s new logo. The sharp angles of his initials use negative space to create a unique and powerful design befitting the MVP. That logo is paired with his new shoe—the “Air Zoom Freak 1”—which was released to Nike retailers on June 29th. While this spot is flashy and symbolic of Antetokounmpo’s journey, W+K was also creating a campaign with more substance. “I Am Giannis” is a five-part series Nike published to YouTube. It covers his journey from selling baskets on the streets of Athens with his Mom to working out in a dimly lit weight room to settling into Milwaukee and getting his own signature shoe with Nike. [kickout id="2"] [kickout id="3"] [kickout id="4"] “I never thought I would have my own shoe. Never,” he says as the fifth episode fades to black. “But it was just hard work that paid off. If you believe in yourself, believe in your dreams, things like this can happen.” As the son of Nigerian immigrants who proved every doubter wrong, Giannis would certainly know. [kickout id="5"] [kickout id="6"] CREDITS: Wieden+Kennedy Amsterdam Executive Creative Directors: Eric Quennoy, Mark Bernath Creative Directors: Craig Williams, Evgeny Primachenko Art Director: Jeff Lam Copywriters: Alex Bower, Tim Coleman Head of Broadcast Production: Joe Togneri Broadcast Producer: Eline de Roo Group Account Director: Kathryn Addo Account Director: Franky Wardell Account Manager: Fulvio Itagiba Head of Planning: Martin Weigel Head of Comms & Digital Strategy: Danielle Pak Head of Design: Joe Burrin Studio Director: Lizzie Murray Motion Designers: Gustav von Platen, Marco van der Vlag Studio Artist: Noa Redero Project Manager: Caroline Kosse Business Affairs: Michael Graves Production Company: Yard Director: Quentin van den Bossche Director of Photography: Tassos Fitros Producers: George Tsitsas, Eleni Grigoraskou Executive Producer: Dimitris Alexopoulos Editor: Hiro Ikematsu Audio Post: Wave Studios Sound Designer/Mixer: Alex Nicholls‑Lee Music: Hiro Ikematsu Post Production: Glassworks Flame: Kyle Obley, Blake Huber 3D: Callum Austin Colorist: Scott Harris Producer: Dave Moore

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From the Streets of Athens to NBA MVP, Nike Celebrates Giannis Antetokounmpo’s Rise

Mt. Olympus provides the backdrop for W+K Amsterdam spot

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