June 21, 2012 Nike celebrates LeBron James' first NBA championship with new TV Spot View Gallery This new spot acknowledges that destiny is earned, not given. To honor one of LeBron's finest career achievements, Nike launched a new campaign that celebrates the determination and perseverance needed to win a championship. The TV spot, which debuted immediately following Miami's victory, acknowledges what LeBron has known his whole life – that destiny is earned, not given. Since his rookie season in 2003, LeBron has been on an epic journey – a journey of expectation, success, challenge and ultimately victory. Nike's spot chronicles those memorable career moments which have molded LeBron and fueled his motivation to succeed. The story is told through a jeweler who begins working on a championship ring when LeBron is a young phenom, crafts it over the highs and lows of LeBron's first eight years in the league, and then finishes it just in time to be delivered for the 3-time MVP's first championship. The spot launched globally after Miami’s closeout game and continues to run via digital and social media networks around the world. Tags nike basketball lebron james Related Stories Nike Celebrates Coach K and His 1,000 Wins Nike Air: Next is Now Rebirth of the Legend: The Nike Air Force 1 High "Nai Ke"