ChallengeLeBron James became too good, too soon. Our target could no longer relate to him.

InsightsLeBron exhibits a multi-faceted personality; ranging from youthful to mature to business savvy.StrategyWe devised a campaign that brought out all of LeBron’s personality via “The LeBrons”.

LeBron exhibits many sides to his personality. Wise LeBron, Kid LeBron, Athlete LeBron and Business LeBron first came to life via sight, sound, and motion in TV and cinema. Next, extended their stories everywhere from key national print pages, to neighborhood OOH to wireless applications. At each touchpoint, our consumer learned a little something more about one of LeBron’s sides, all the while reinforcing the overarching truth that LeBron is a diverse and youthful persona.

Generated unparalleled demand for LeBron’s shoe. Subsequent three color ways continue to post strong sales.

Based on first-hand consumer research (interviews with 80+ teenaged ballers/influencers in four key US markets), our target’s perceptions of LeBron have shifted from “unapproachable” to “hilarious…cool…someone I’d like to kick it with.”