LeBron James is arguably the greatest basketball player of all time. So for the past 11 variations of the LeBron shoe the campaigns have all looked the same.
But 2014 was different. LeBron made the surprising decision to return home to Cleveland, to the team many feel he spurned in 2010. In LeBron's own words, "My relationship with Northeast Ohio is bigger than basketball. I didn't realize that four years ago. I do now."
Keeping with the theme of LeBron's humble return, we decided to market the LeBron 12 not through flashy dunks and closeups of sweat, but through real heroes of Ohio. We took to the streets of Cleveland and Akron to find 12 individuals that embodied the spirit of heroism. We learned their stories and expressed them through custom NIKEiD LeBron 12s.
The campaign included a launch video featuring interviews with each hero as well as a set of social assets released on various Nike sites and social accounts. Each hero recieved their custom LeBron 12 and to honor each hero James wore each design on the court.
Visit the iDYourHero Website for More
