Nike

You don’t watch a legend. You witness one.

LeBron James was already turning heads. But there’s a difference between being talented and being undeniable. Between highlights and history. The skeptics were still out there. Waiting. Watching. Wondering if the kid from Akron could really be what everyone said he was.

We wanted to settle the debate before it even started.

The insight was about scale. LeBron wasn’t just a player. He was a moment. Something people would tell their kids about. The question wasn’t whether he was good. It was whether you were paying attention. We wanted to make fans feel like they weren’t just watching basketball. They were witnessing something that only comes around once in a generation.

I helped shape the “We Are All Witnesses” campaign for Nike. The centerpiece was a 110-foot by 212-foot billboard near Quicken Loans Arena in Cleveland. LeBron, arms outstretched, chin raised, inviting the city—and the world—to watch. It was bold. Almost biblical. And it worked. We extended the campaign across merchandise, print, and a TV spot that captured the awe and anticipation around his rise. The message was simple: this is happening. Don’t miss it.

30% increase in merchandise sales. A surge in social engagement as fans shared their own LeBron moments. And a phrase that stuck. “We Are All Witnesses” became more than a tagline. It became a statement. A shared understanding that we were watching history unfold in real time.