See LeBron take on Jason Momoa's Father Time in Nike's new content series

Campaign by W+K promotes its new sneaker

Published On
Oct 21, 2022

Editor's Pick

Ahead of LeBron James’ 20th NBA season, Nike is giving the basketball star a new battle—against Father Time, played by Jason Momoa. The sportswear giant released a series of spots this week as it promotes its new LeBron XX sneaker.

Nike worked with Wieden+Kennedy on the Father Time miniseries, which kicked off with a teaser film earlier this week and continues with multiple installments showcasing the competition. The James vs. Father Time battle is reminiscent of the athlete’s 2021 “Space Jam” reboot film.

Nike released the newest iteration of its LeBron XX shoe last month and says is the “lightest edition” yet. James wears the shoe throughout the new marketing push.