NBA 2K19 charts LeBron James' journey to fame as he appears on 20th anniversary cover
Campaign by BSSP also includes wording chosen by the basketball legend
Jun 05, 2018
LeBron James is the cover athlete for NBA 2K19's special 20th anniversary edition, and a new film promoting the videogame charts his journey to fame.
Directed by Angus Wall via Elastic for BSSP, the film features rap artists 2 Chainz, Rapsody and Jerreau performing spoken word poetry centered around the line "How could they have known?" This is interwoven with footage from throughout James' career.
The special edition of the NBA 2K19 game will be available on September 7. BSSP also designed the game's new cover art which displays 20 words chosen by James himself, including "G.O.A.T." It's the second time in five years he's featured on the cover.