If Federer and Nadal won’t talk smack then let’s bring in somebody who will. Enter Don King.
Nike wanted to create excitement and hype around the U.S. Open in New York City. Our solution was to bring in the grand master of hype, Don King. The originator of the Rumble in the Jungle and the Thrilla in Manila was employed to invade Manhattan and promote the Grapple in the Apple.
The campaign included online videos, wild postings, rival street teams and a massive press conference including dozens of new organizations.