Nike Basketball launches a new film entitled “Together,” which celebrates the pride and emotion of LeBron James’s return to Cleveland. One team. One city. One goal. The film portrays Cleveland citizens joining James and his teammates as they huddle before the opening night tip-off. Cleveland fans from all walks of life converge on the Quicken Loans Arena and join hands as a show of unity.
Nike Basketball partnered with Wieden + Kennedy to create the film directed by the Malloy Brothers. Numerous people near and dear to James make appearances in the campaign, including his mom, Gloria Marie James; Coach Dru Joyce; and kids from the LeBron James Family Foundation. In addition, teammates Kyrie Irving, Dion Waters, Anderson Varejao, Shawn Marion, Tristan Thompson, Matthew Dellavedova and Joe Harris also make cameos.
The film will air live during the national TV broadcast of the Cleveland game on Oct 30. The campaign will continue to run on air across national entertainment and sports networks through November.
The LEBRON 12 HRT OF A LION debuts in stores today in tandem with James’s on- court return to his hometown team. The LEBRON 12 is also ready for custom design at http://www.nikeid.com wherever NIKEiD is available.
LeBron James Banner installation
In addition to the film, the highly anticipated 10-story banner welcoming James back to Cleveland will be gradually unveiled on Thursday. The 25,000 square foot installation located on the Ontario Street will take more than nine hours to uncover, with the full image revealed pre-game. In the banner, James literally represents Cleveland on his back.