Nike Leverages Lebron James Ambassador Alliance Via ‘Humble Beginnings’ Campaign

A late December Nike campaign focusing on the career and influence of LeBron James reflects on his legacy beyond the basketball court.

Led by a hero film, the campaign looks back at Lebron’s NBA origins when he first came to prominence as a 17-year-old high school baller in 2003 and also looks ahead to a world that doesn’t start with ‘humble beginnings’

Adopting a classic storytelling style, the spot’s narrative suggest that the pressures of superstardom might have crushed other heralded young athletes, but that James’ 17-year career has exceeded even that original and exceptional hype.

The narrative suggests that to become one of the best NBA players in history requires not just talent and skill, or sacrifice, dedication and perseverance. It also suggests that to become a symbol, an idol for millions, he had to command respect off the court too.

‘Beginnings’ is the title of the video that in little more than a minute not only retraces the stages of the NBA champion’s career but also retraces his life, starting from his humble origins to which he owes his nickname “a kid from Akron” arriving at the opening of “I Promise School”, a school that James himself financed.

As the images scroll across the screen and the notes of Bon Iver’s “Naeem” resonate in the background, the words of Los Angeles Laker number 23 are lapidary.

The spot was first posted by Lebron himself across his personal platforms before rolling out across Nike’s own channels.

17 years ago @nike took a chance on a kid from Akron. And 17 years later this has given me the ability to provide opportunities for my 1400 kids in Akron so that one day NOTHING is left to chance. They will KNOW that a kid from Akron is something special‼️#ThekidfromAKRONpic.twitter.com/WFqi6nZLc7

— LeBron James (@KingJames) December 19, 2019

Links:

Nike
https://www.nike.com/
https://www.youtube.com/user/nike
https://www.instagram.com/nike/
https://twitter.com/nike
https://www.facebook.com/nike

Wieden & Kennedy London
http://wklondon.com/