Integrated Campaign: BrandAVOriginal ContentPrintDigitalProduction
Rather than use flashy clips of slam dunks and three-point shots, LeBron James’s humble return to Cleveland inspired Ignition to create LeBron 12 iD content using real people and real stories from the city. Taking to the streets of Cleveland and Akron, we found 12 individuals who embodied LeBron’s spirit of heroism and captured it through videos and custom NIKEiD LeBron 12’s.
The campaign launch video featured interviews with each local hero and extended with shareables released on Nike sites and social accounts. Then, to honor all 12 heroes, LeBron wore each of their custom LeBron 12’s on the court.