During the season of 2017, NBA player Nikola Mirotic was a member of Chicago Bulls. In mid-October 2017, during the practice, he got into the conflict with his teammate Bobby Portis. After received strong punch by Portis, Nikola suffered a broken jaw and a concussion. His whole career, family, even his life was under real threat. Before the accident that could jeopardize his entire career not many teams were interested in having him. The pressure that was coming for media was severe as well.
Solution.
After consultations, I came up with the strategy for Mr. Mirotic: do not give too many explanations to media. You are an athlete. Unfortunately, these things happened. Your team needs you, and that’s why you have to be professional. Make one official statement, just one, do apologize and move on. Start with your practices, work hard and try to give your best. Let’s try to get ready for your comeback. I came up with the campaign: GET UP. GET BETTER. EVERYDAY. UX was unique since the full navigation was about going up- as a metaphor for improving yourself.
Result.
Nikola was back in his shape, and he was playing better than ever. No attitude, no ego. He wanted a transfer, and what happened was that the teams that previously did not want him onboard, were all of the sudden offering 40% bigger contracts.
He continued his career with New Orleans Pelicans signing a deal better than he could have ever imagined.
See the real stuff here.
