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Nike Basketball came to Conscious Minds to launch the 2016 NBA season with a goal of bridging the gap between being an elite brand and being relatable to players at all levels. Working with 15 of the best up and coming NBA and WNBA players, we crafted a campaign that could inspire all players to never let their circumstances determine their outcome. Paul George, Isaiah Thomas, and Draymond Green ignited the campaign in a TV spot, which aired during the week of tip-offs. The narrative was amplified on social over several months with four unique campaigns we created for Nike and its trusted partners (Foot Locker, Eastbay, and Dick’s Sporting Goods).