Ahead of LeBron James' Lakers debut, Nike recounts his storied history
He didn't guarantee any championships, but look how that played out
Editor's Pick
Just before LeBron James made his debut with the L.A. Lakers, Nike dropped this ad recounting the NBA champ's storied career.
The video begins with a 2003 interview featuring James, after the Cleveland Cavaliers landed the then-NBA Draft Lottery top pick. When asked by a reporter how much pressure he felt in his new role, “There’s no pressure,” he answered. “There’s no pressure at all. I’ve been getting pressure since I was ten years old. I’m doing something that I love to do.”
I’m not going to guarantee no championship, I’ll tell you that," he asserts. But the ad then cuts in scenes revealing how that declaration played out: back-to-back championships with the Miami Heat, and then, the first-ever title for the Cavaliers in 2017 following James’ return to his original team.
The film then goes on to document James’ increasing influence in culture--not just in sports but also as an activist and business leader--while setting the stage for his next story with the L.A. Lakers. Featuring the late Aretha Franklin's "People Get Ready," it ends with the tagline of Nike’s continuing campaign: “It’s only crazy until you do it.”
Credits
- Date
- Oct 24, 2018
- Agency :
- Wieden & Kennedy-Portland
- Executive Creative Director :
- Eric Baldwin
- Executive Creative Director :
- Jason Bagley
- Creative Director :
- Ryan O’Rourke
- Creative Director :
- Alberto Ponte
- Copywriter :
- Kevin Steele
- Art Director :
- Aramis Israel
- Head of Production :
- Matt Hunnicutt
- Head of Production :
- Mike Davidson
- Executive Producer :
- Jake Grand
- Executive Producer :
- Krystle Mortimore
- Broadcast Producer :
- Alexei Vanmourik
- Broadcast Producer :
- Jennie Lindstrom
- Art Producer :
- Krystle Mortimore
- Design Manager :
- Alicia Kuna
- Design Manager :
- Brian Troyer
- Retoucher :
- Frazer Goodbody
- Retoucher :
- Saskia Thomson
- Print Producer :
- Denise Hanggi
- Studio Designer :
- Rob Mumford
- Studio Designer :
- Cathy Ormerod
- Studio Designer :
- Edgar Morales
- Studio Designer :
- Mitch Wilson
- Motion Graphics :
- Adele Major
- Motion Graphics :
- Adam Sirkin
- Motion Graphics :
- Oliver Rokoff
- Account Services :
- Andre Gustavo
- Account Services :
- Erik Wade
- Media :
- Daniel Sheniak
- Media :
- Reme DeBisschop
- Media :
- Ryan Craven
- Media :
- Anthony Holton
- Creative Manager :
- John Radaza
- Business Affairs :
- Maureen Doyle
- Editorial Company :
- SpotWelders
- Managing Director/EP :
- Carolina Pedilla
- Editor :
- Robert Duffy
- Assistant Editor :
- JC Nunez
- VFX Company :
- Joint
- Lead Flame :
- David Jahns
- Flame Artist :
- Raphael Mosley
- Flame Artist :
- Kevin Alfoldy
- Finish Executive Producer :
- Alex Thiesen
- Sound Design Company :
- Lime Studios
- Sound Designer :
- Rohan Young
- Asst. Mix :
- Ben Tomastik
- Producer :
- Kayla Phungglan
- Sound Design Executive Producer :
- Susie Boyajan
- Mixer :
- Rohan Young
- Executive Producer :
- Susie Boyajan
- Color Grade :
- Company 3
- Color Executive Producer :
- Ashley McKim
- Color Producer :
- Matt Moran
- Colorist :
- Siggy Ferstil
Need a credit fix? Contact the Creativity Editors