Nike

The Challenge – LeBron James was already celebrated for his incredible athleticism, but his unmatched court vision and playmaking abilities often didn’t receive the recognition they deserved. There was an opportunity to emphasize this aspect of his game in a way that captured both his basketball genius and his growing influence as a cultural and entertainment icon.

The Insight – The goal was to craft a campaign that highlighted LeBron’s exceptional court vision in a fun and engaging way, while appealing to a broad audience, launching his highly anticipated first signature shoe—the Nike Air Zoom Generation—and celebrating his talents in a manner that would ignite culture and spark conversation. Our strategic approach infused humor and cultural flair by collaborating with beloved personalities and legends. Pairing LeBron with comedic icon Bernie Mac and music legend Bootsy Collins, who composed the spot’s song, created a fresh and dynamic narrative that resonated widely.

The Solution – As the creative lead, I developed the ‘Book of Dimes’ campaign, where Bernie Mac took on the role of a preacher in a black Nike tracksuit, delivering a sermon about LeBron, the “Chosen One,” blessed with divine court vision. LeBron made a dramatic entrance through church doors, dazzling with a series of extraordinary plays. The spot featured a star-studded lineup of NBA legends, including Magic Johnson and Dr. J, WNBA icons like Lisa Leslie, and renowned streetball legends from Rucker Park. Bootsy Collins wrote the catchy, funk-inspired soundtrack, adding a vibrant and energetic layer to the narrative.

The Impact – The ‘Book of Dimes’ campaign resonated widely, generating over 10 million views in its first week and sparking significant engagement on social media. Fans celebrated the creative mix of humor, basketball excellence, and cultural homage, praising the inclusion of both NBA and WNBA legends as well as streetball icons. The campaign reinforced LeBron’s image as a basketball and cultural figure who transcends the sport, while also honoring the legacy of Bernie Mac and the musical brilliance of Bootsy Collins.

PRESS

Hyping the Hype
AdWeek – Jan 12, 2004