Nike’s ‘What Are You Working On’ online video series seeks to uncover the works in progress happening around the world as told through the lens of athletes who are navigating new journeys in and beyond their sport.
For the 24th episode in this long running series, the Portland-based sportswear behemoth worked with athlete ambassador and NBA megastar LeBron James who, 20 years into an iconic career, continues to work on reshaping the city that shaped him – Akron, Ohio.
Dropping accross Nike’s digital and social platforms from 27 September, the spot explores how, from the moment he was first put under the sporting spotlight, he has worn his hometown of Akron, Ohio on his sleeve. And wherever his career has taken him since his early days as a young prospect at St Vincent St Mary’s High School in Akron he has never strayed far from his roots. The spot highlights how James continues to work relentlessly to provide a path for the next generation coming out of that same community.
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The ad rolled out as James was about to embark on his 20th NBA season (which tips off on 19 October) and ahead of the launch of his 20th signature sneaker – the Nike LeBron 20 / XX.
The ongoing, primarily Gen Z-friendly, 360-degree editorial campaign, which began in January 2022, is built around a docu-film series paired with editorial photography and supporting content rolled out across Nike and each endorser’s social channels and apps.
The work takes a fresh, less bombastic approach to most sports marketing: offering more nuanced and more personal insights (free from their advisor entourage) into Nike athlete ambassadors with a focus on authenticity and wellbeing.
Previous episodes include June 2022’s Emma Raducanu video (Episode 14 – which provides a rare glimpse behind the Gen Z player’s tennis priorities and what nurtures her while exploring her old haunts and Asian family roots) and the series has previously featured Nike ambassadors such as skateboarder Ishod Wair, snowboarder Cai Xuetong and WNBA star Sabrina Ionescu.
The series’ objective is also to reinforce and bring to life the sportswear behemoth’s mission: “Our mission is what drives us to do everything possible to expand human potential. We do that by creating groundbreaking sport innovations, by making our products more sustainably, by building a creative and diverse global team and by making a positive impact in communities where we live and work.”
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