Home / Knowledge / News / Apparel/Garments / Nike's Rise features LeBron's personality
Nike's Rise features LeBron's personality
28
Oct '10
Nike announced the launch of “Rise,” a new multi-media campaign featuring reigning two-time NBA MVP LeBron James speaking in his own voice. In the film, he addresses his off-season controversy head-on and focuses on the road ahead.

“We're celebrating his courage to forge his own journey even when others may have disagreed with his decisions. It's this Just Do It spirit that defines LeBron and Nike as we strive to inspire all young athletes.”

Rise features several sides of LeBron's personality: athlete, competitor, comedian and businessman. It opens with him sitting in a chair in front of the backdrop of “The Decision” asking, “What should I do?” Throughout the film LeBron rhetorically asks everyone for their opinion and each scene reflects opinions that have been expressed.

A notable scene includes LeBron saying, “I am not a role model,” borrowing a famous line from fellow Nike athlete Charles Barkley. LeBron also humorously asks, “Should I try acting?” He gets advice from Don Johnson, an actor best known for his role as Detective Sonny Crockett on the iconic 80's TV series Miami Vice, who advises him that things will get better with time. LeBron also reads part of a soulful poem written by world-renowned poet, Dr. Maya Angelou. The film ends with LeBron driving to the net and saying in response to everyone, “Should I be who you want me to be?”

“In Rise, we amplify LeBron's voice,” said Davide Grasso, Vice President of Global Brand Marketing. “We're celebrating his courage to forge his own journey even when others may have disagreed with his decisions. It's this Just Do It spirit that defines LeBron and Nike as we strive to inspire all young athletes.”

The campaign will debut globally with a 90-second film on YouTube on Monday, October 25th and will subsequently air on TNT Tuesday, October 26, during one of the most highly anticipated games of the season, the opener between Miami and Boston. The campaign will also air during sports and entertainment broadcasting across national networks into November with the main placements to include TNT, ESPN, and Sports & Youth Cable (BET, Comedy Central, MTV2 Fuse, Adult Swim, Fox Sports, ESPN Family, TNT NBA, NBA TV).

Nike

Must ReadView All

President Tsai Ing-wen delivering remarks before boarding her plane bound for Central America. Courtesy: Presdient's office

Textiles | On 16th Jan 2017

‘Textiles at centre of Taiwan’s new trade arrangements’

Textiles should be at the heart of Taiwan’s thinking while developing ...

Apparel/Garments | On 16th Jan 2017

Ralph Lauren develops policy on tracking wood based fabrics

In a bid to trace source of wood based fabrics like viscose and rayon ...

Apparel/Garments | On 16th Jan 2017

EC proposes enhanced market access for Sri Lanka

The European Commission (EC) has proposed that a significant part of...

Interviews View All

Amardeep Singh
Orient Craft

'In export markets, the trend in terms of embroidery, is towards matte...

Saket Garg
Garg Corporation

The biggest challenge is lack of skilled workforce and competition from...

Vidhyaa Shankar. S
A Ganapathi Chettiar

'The usage of knits is getting into the boundaries of woven fabrics'

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Pranav Mishra
Huemn

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
January 2017

January 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


eNEWS
Insights
Subscribe today and get the latest News update in your mail box.
Advanced Search