Nike celebrates basketball in the Philippines with #PlayPinoy

Stephanie Holzhuber

This event report shows how Nike, the sportswear brand, connected with Filipinos during the 2014 FIBA Basketball World Cup, by demonstrating its understanding of local culture.

Nike celebrates basketball in the Philippines with #PlayPinoy

Stephanie HolzhuberWarc

The Philippines is the third biggest market for basketball globally. Though the country's national basketball team is not successful internationally, the sport remains incredibly popular with locals.

It is no surprise that the South East Asian country is of high importance for Nike. In the Philippines the sportswear brand is market leader, as well as sponsor of the national basketball team.

"Basketball is religion," explained Sid Tuli, Account Director at BBH Asia Pacific at the 2015 APPIES in Singapore. "Flip flops and a hoop, that's the Philippines."

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