In 2010, NBA star Lebron James left his home state of Ohio and the Cleveland Cavaliers to sign with the Miami Heat. Lifelong fans booed him, burned his jerseys, cursed his name. That season, he led the Heat to victory over the Cavaliers at a game in Cleveland. The crowd spit vitriol every time he got near the ball. But just a few years later, James and the Heat had back-to-back NBA Championships.
This difficult road is laid out in the latest spot in Rimowa’s “Never Still” campaign, a series of short films featuring the personal journeys of athletes, artists and creative professionals. James is on the road, suitcase in hand, far from his family. There’s plenty of time for introspection—and self-doubt.
In 2014, James returned to Cleveland and the Cavaliers, and two years later, he led the team to the first national sports championship for the city in 52 years. All the while, he became more outspoken about issues like police brutality and education, reflected in the film by director Philippe Tempelman with pensive glimpses James makes through the window of his bus.
Like the vision of James in the film, though, the real ball player never stops moving. After Cleveland came Los Angeles, where he is now a forward for the Lakers. The spot doubles as a reminder to fans disappointed by his current, injury-filled season to keep his history in mind before giving into despair.
The campaign from Anomaly is running on social and digital channels, in cinema and out-of-home placements and along popular travel routes like airports in major cities and in-flight entertainment on Air France, British Airways and Cathay Pacific.
Previous spots in the campaign have featured tennis player Roger Federer and Dior Homme Artistic Director Kim Jones.