Will Nike's Support Turn UAAP Stars Into Celebrities?

There was a time basketball players were popular with everyone. They were celebrities in their own right. Alvin Patrimonio and Benjie Paras even transitioned to doing movies at one point. Patrimonio starred in a movie with Kris Aquino, and Paras has forayed into a full time TV career.

The next wave came when UAAP started airing on Studio 23. They packaged the good looking and talented players from the premier universities, and that gave us James Yap, Chris Tiu, and were instrumental to breathing new life to the PBA. But in recent years, there has been a lack of stars in the UAAP. It could be just a lack of the mixture of a great game and face or just the challenge for marketers to find the right balance of looks and game.

Read more about Nike and watch its unique advertisement after the jump.
This year, Nike introduces us to a " new breed, new game," and "new legacy" via their campaign for NikeZoom Hyperfuse. They've built this campaign around three marquee players from three different and storied universities. Representing the Ateneo de Manila Blue Eagles is Nico Salva, Aldrech Ramos for the FEU Fighting Tamaraws, and the lone NCAA representative, Borgie Hermida of the San Beda Red Lions.

I've added their commercial below. It's always nice to see campaigns made for the local market, especially if it's made well.



Will this bring the three the success of those that preceded them? Thoughts?