Nike

A different kind of hero’s journey

Nike knows how to celebrate greatness. But greatness looks different depending on where you are. In the West, we celebrate the individual. The hero who rises above. In Asia, the values are different. Humility. Collective achievement. Contributing to something bigger than yourself. Launching LeBron James there meant rethinking everything.

The insight was about respect. We couldn’t just drop a Western campaign into a new market and expect it to land. Openly confronting fears, talking about personal struggles, putting yourself at the center of the story—that doesn’t always resonate the same way. We needed to frame LeBron’s journey in a way that honored local values. Not just personal triumph. Shared triumph. Inner strength as a way to lift up your community, not just yourself.

I helped design the “Chamber of Fear” campaign to navigate those nuances. We partnered with RZA from the Wu-Tang Clan to create original music that bridged Western and Eastern influences. The visuals drew on traditional imagery. The sneakers tied to cultural elements that felt familiar and meaningful. And the messaging was careful. Facing your fears wasn’t just about personal glory. It was about becoming someone who could contribute more. Someone worthy of the people around you.

Over 500,000 participants across Asia. Strong social engagement. And a real conversation about mental strength in a context where that’s not always easy to talk about. Chamber of Fear proved that Nike’s message of empowerment could translate anywhere—if you take the time to listen first.