Culture

LeBron James and Nike Made a Beautiful Commercial Together #Goosebumps

Culture

LeBron James and Nike Made a Beautiful Commercial Together #Goosebumps

+

In a story that transcends sports, basketball demigod LeBron James is making his official return to Cleveland tonight. As you probably know, James, an Akron, Ohio native, devastated his home state four years ago when he left for Miami, eventually winning two championships with the Heat while Northeast Ohio—one of the most economically challenged regions in the country—watched as James reached the heights he once promised to take them to. This summer, he announced he was coming home, a decision that immediately anointed him savior to an entire people. Marketers salivated at the potential. Beats was first out of the gate with an add drawing on James’ working class roots and blue collar work ethic, and now Nike is following suit with a really gorgeous spot called “Together.” The idea is simple and manipulative: It’s not just LeBron James and his teammates on the court—it’s all of Cleveland. They’re winning this together, and Nike is going to sell some shoes in the process. Still, with that pristine black and white photographer and that gorgeous ambient music, it’s hard not fall for it.  Watch below.