Self-Realization with LeBron and Nike

By now, I’m sure most of you have seen the latest LeBron James commercial from Nike, but just in case you haven’t, take a look now:

Most of the comments I have seen about this video on Twitter have been pretty positive, and I tend to agree. After “The Decision,” there was an obvious PR backlash, and his Q Score took a big hit. ESPN’s Outside the Lines recently did a nice job breaking down the impact on his reputation and image.

However, he’s still LeBron James, arguably the most talented player in the NBA. He’s still an incredibly charismatic figure, and he’s never done anything scandalous to create permanent brand damage. So acknowledging that the process leading up to his “decision” may have been flawed, I love how this video embraces all of the different reactions in an engaging and often humorous way (the Miami Vice part might have been a bit over the top), and then ending with the focus back on basketball. Also, naming the video “Rise” is an appropriate way to shape the idea of how he is going to move forward.  Finally, I like that Nike is doing this video first to help overcome any brand damage before going back to more direct sneaker-sales focused commercials with LeBron.

What do you think of the video? Does it effect how your view of LeBron James? Was this a good move by Nike?

2 thoughts on “Self-Realization with LeBron and Nike

  • October 27, 2010 at 1:40 pm

    I think it helps demonstrate the many factors, influences and decisions LeBron has to make as an NBA player and celebrity. For those who think his “Decision” was an easy one, this 90 seconds shows otherwise. I agree, his brand image hasn’t been permanently damaged, but the hearts of Cavalier fans have been.

  • October 28, 2010 at 1:21 pm

    I think it’s bang on. Owns it. And true to form, now brands and markets it.

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