NIKE BASKETBALL | LEBRON XI "TRAINING DAY"

LeBron James had just become an NBA champion for the first time and he was on top of the world. In his eyes, he was the modern day "People's Champ" like Muhammed Ali in his prime. Knowing all eyes were on Nike and LeBron after winning a title, we didn’t want to just celebrate another basketball hero, but we wanted to give insight into how LeBron’s became a champion and cement his unique position in his city, sports and culture as the athlete that everyone loves. We did this about talking about something that everyone does, but no one loves, except LeBron - training. 

LeBron trains. But training isn’t a part of LeBron’s daily routine, it is a part of who he is. LeBron goes about his day as only LeBron can. If you were as physically gifted as LeBron, why would you not run, swim and bike across the city you love.  But, what makes LeBron special is his joyous, inviting, passionate and energetic demeanor that he trains with.  Those who witness his passion and joy are inspired. Those who experience his intense discipline are infected. Spectators are transformed into active participants and competitors are respectfully returned to their place. With this campaign, we wanted to take LeBron to the next level as an athletic hero. Through training we were able to show LeBron's unique talent and contagious character. When LeBron trains, we know that no one can keep up. But when LeBron goes about his day as only LeBron can, the whole world can't help but to notice and join in.