In a year unlike anything, this win meant everything. Wins & Losses does a tremendous job at showcasing how the NBA Finals 2020 Championships wasn’t simply just a basketball win, but a rallying victorious cry for an entire city. With the help of basketball mega-star, Lebron James, the Los Angeles Lakers secured their 17th championship win and helped bring pride, momentum, and inspiration to a city in the midst of heartache and loss.

"This season, we won. But we lost. But we won. But we lost so much," the voiceover begins—over footage of clips from the Lakers' up-and-down season, as well as images of LeBron James and teammates wearing Black Mamba jerseys, in honor of Kobe Bryant, and Black Lives Matter T-shirt. Throughout the film, we see a host of video clips and images that provide a synopsis of some of the wins, but more importantly, the deep cuts and losses that this city/team endured. By the conclusion of the spot, we realize just how symbolic this win means for the city.

Basketball is a simple game.

It can't fix everything that's wrong, but it can produce optimism.

And trick us into believing that our brightest days are ahead.

That despite all that's happened, there's better in store.

This spot isn’t just about furthering one man’s legacy, it’s a turning point for an entire city.

So where others only see another banner, we finally see a reason to celebrate.

This isn’t just a win, it’s the win we all needed.

Consecutively after the LA Lakers won the NBA Championship in the game 6 victory over Miami Heat on October 11th, 2020, Nike ‘Wins + Losses’ was the first spot to air on ABC broadcast during the trophy presentation. The spot was simultaneously scaled across Nike’s owned social and digital platforms garnering an insurmountable amount of views and engagement.

-Within the first 24-hours following the Lakers Finals win, we reached an audience of over 50M, resulting in more than 25M views of the Wins/Losses film.

-Sharp targeting among social audiences resulted in an engagement rate of 58%.

-Over 5.5M tuned in to ABC to watch Game 6 of the Finals.

-On Instagram, the organic post from @nikebasketball saw above-benchmark performance in every category (consumers reached, video views, view rate, and engagement rate).