The campaign, called "A Championship Season," will extend into print advertising, with a schedule slated for Seventeen and YM. Background information about the story and its characters will be available at www.nike.com.
Nike also has created a journal that girl basketball players can use to track the campaign and their own team's season. The journals will be free through high school coaches, and will be distributed through Niketown locations as well.
The campaign was created by Goodby, Silverstein & Partners, San Francisco; the media buy runs through the end of March.
The Web package was handled by Organic Online, San Francisco.
Ad spending wasn't disclosed, but a Nike spokeswoman said it will be on par with Nike's biggest ad efforts against its women's business.
The campaign will mark the first time members of the two rival pro women's U.S. basketball leagues, the American Basketball League and Women's National Basketball Association, will share Nike ad time together.
The spots show the high school girls studying a game tape of their favorite pro players, such as Kate Starbird of the ABL's Seattle Reign and Jamila Wideman of