Multi-media Campaign

Lebron James in Nike's Multi-Media Campaign "Rise"

Nike created a LeBron James “Rise” multi media advertising campaign in October of 2010. LeBron James is a two-time NBA MVP, who has been very successful in his NBA career. The campaign focuses on controversies he has faced off the court and speaks in his own voice throughout the commercial. By James speaking in his voice, he establishes credibility with the audience and is able to relate to them. Rise features several sides of LeBron’s personality: athlete, competitor, comedian and businessman. The commercial starts with LeBron in a chair talking to the camera. The commercial travels through different issues that LeBron has been apart of off the court and continually asks the audience “what should I do?” The film ends with LeBron driving to the net and saying in response to everyone, “Should I be who you want me to be?”        

The screenshot above is a collage of all the different scenes that LeBron talks through. Nike wanted to embody an advertisement that included text, audio and video by this multi media campaign. Rise was created by Wieden & Kennedy and premiered on TV on TNT on October 26, 2010, during one of the most highly anticipated games, the season opener against Miami and Boston. The TV debut followed the earlier presentation of the commercial on YouTube on October 25, 2010. The TV ad was seen on sports and entertainment networks including, TNT, ESPN, and Sports & Youth Cable, as well as MTV2 and NBA TV. “In Rise, we amplify LeBron’s voice,” said Davide Grasso, Vice President of Global Brand Marketing. “Were celebrating his courage to forge his own journey even when others may have disagreed with his decisions.” Grasso and Nike stood behind LeBron has he voiced truth to the public and his fans. Nike promotes the Just Do It spirit that defines LeBron and Nike as they are both trying to inspire young athletes to be all that they can be, regardless of the mistakes you make.