"The Lebrons" Marketing Campaign Returns
October 26, 2006
BEAVERTON, Ore. (26 October, 2006) – The “LeBrons” are back – Wise LeBron, Business LeBron, Kid LeBron, and LeBron James himself. The metaphor-personified representing the multi-dimensional NBA superstar LeBron James returns for Season 2 as part of Nike’s integrated advertising and marketing campaign to introduce James’ signature Zoom LeBron IV performance basketball shoes.
A new trio of The LeBrons ads debut on Sunday, October 29, after last year’s debut was met with a great response from young consumers. LeBron James demonstrates uncanny acting skills in each spot, getting into physical and mental character for Wise, Business and Kid.
The spots, both 30-second and 60-second, will air during sports and entertainment broadcasting across national networks through the end of the year. A digital takeover of home pages on ESPN.com and MTV.com as well as a number of vertical basketball sites and NikeBasketball.com and LeBron.com begins October 31. Print creative reflective of the spots has begun appearing in general sport and vertical basketball publications. Out of home/billboards will continue the creative forward beginning in November.
The personalities are reflective of the depth and dimension of the young James, the sole actor in each spot. Wise is an old-school old-soul living in an environment of youth and hyperactivity. Business is cool, calculating and highly confident. Kid displays the joyful exuberance of a child, while the athlete LeBron James embodies superior physical attributes and talent.
In ‘Pool’, the initial ad that will launch the new campaign, Wise, sits poolside imparting knowledge and drinking lemonade while the athlete LeBron engages in a water conditioning workout. Meanwhile, Kid prepares to cannonball into the pool from a 10-meter high board. Not to be outdone, Business, dressed in a suit and talking on his cell phone, accepts a challenge from the ever-harassing Wise and executes a masterful dive into the water.
For the ‘Time Out’ and ‘Dunk Contest’ spots the personalities square off in spirited games of backyard basketball competition. The action is fierce and competitive, the result is comedy.
The production team for the ads remained intact from Season 1 of The LeBrons. The spots were created by Wieden & Kennedy of Portland, Ore., directed by Stacey Wall.
About NIKE, Inc. (NYSE:NKE) Based near Beaverton, Oregon is the world's leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. Wholly owned Nike subsidiaries include Converse Inc., which designs, markets and distributes athletic footwear, apparel and accessories; Bauer NIKE Hockey Inc., a leading designer and distributor of hockey equipment; Cole Haan, which designs, markets, and distributes fine dress and casual shoes and accessories; Hurley International LLC, which designs, markets and distributes action sports and youth lifestyle footwear, apparel and accessories and Exeter Brands Group