Brief Explanation

Kids in China are still trying to relate to LeBron’s physical style of play which most Chinese ball players have a difficult time emulating. Also, Kids in China don’t have access to the full range of LeBron’s jovial and fun-loving personality that is present in U.S. media. Due to his lack of exposure within the Chinese market, LeBron, he has been perceived to be too serious, somewhat intimidating, and lacking rapport with his Chinese fans. Our key objective was to continue growing LeBron in China by conveying his heart and love for the game of basketball.

The Brief

LeBron James plays the game of basketball with all of his heart. His love for the game is infectious. LeBron James one of the best in the game and no one plays the game with as much heart and passion as LeBron James. We were briefed to come up with a campaign that would continuing to grow LeBron James in China and build energy around the release of his new signature shoe, the Nike Air Max LeBron VII.

How the final design was conceived

Kids are not familiar with the make up of LeBron James. We want to change that. We want to give consumers a 360 degree look at LeBron, through both performance and personality. To relate to chinese kids with an honest voice, we identify seven chinese characters that represent who he is as a player and as a person and we literally manifests his "character" through his court performance.

Indication of how successful the outcome was in the market

We totaled over 19.23 million impressions.