Nike launches global campaign 'Rise' starring LeBron James

The new multi-media campaign puts James on camera to address his past off-season controversy and focus on the road ahead. ‘Rise’ exposes the different sides of James’ personality, including athlete, competitor, comedian and businessman.

In the commercial, he asks viewers 'What should he do?' Each scene plays out James’ thoughts and advice from celebrities including iconic 80’s actor Don Johnson, fellow basketball player and friend Charles Barkley and renowned poet Dr Maya Angelou.

The global campaign by Wieden + Kennedy Portland leads with a 90-second film online via YouTube and Facebook. The campaign hits TV screens this week on channels including TNT, ESPN and Sports & Youth Cable.

David Grasso, VP of global brand marketing at Nike, said, “In ‘Rise’, we amplify LeBron’s voice. We’re celebrating his courage to forge his own journey even when others may have disagreed with his decisions.”

The project coincides with the launch of James’ signature shoes.



Credits:
Project Rise
Client Nike
Creative agency Wieden + Kennedy, Portland
Executive creative directors Mark Fitzloff, Susan Hoffman
Creative directors Alberto Ponte, Ryan O’Rourke
Copywriter Caleb Jensen
Art director Taylor Twist
Producer Erika Madison
Agency executive producer Ben Grylewicz
Production company Imperial Woodpecker
Director Stacy Wall
Executive producer Doug Halbert
Line producer Dina Oberley
DOP Sal Totino
Editorial company Spot Welders
Editor Robert Duffy
Post producer Carolina Wallace
Post executive producer David Glean
Exposure Television, online