As the new NBA season kicked off last week, we bring something for the sport lovers. A video, that was published on the date of the first match of the 2016-2017 season, celebrates LeBron James and his Cleveland Cavaliers’ almost-impossible turnaround during last year’s NBA Finals when they fought back from a 3-1 deficit to beat the Golden State Warriors. And as we listen to LBJ’s stirring voice-over in the new Nike‘s basketball spot, we see footage of aspiring young athletes from elementary school upwards overcoming the odds the on court and trying to “Come out of Nowhere”.
As we watch the black-and-white film, James’ voice repeats the words “You’re not supposed to be here” in an inspirational call to action for young players who might think that they will “never make it out of [their] hometown”. The NBA star appears at the end of spot, that pays homage to his signature chase-down block, and see various teenage players recreate some of his defining moments – including the historic block in question which he made on Andre Iguodala during last year’s Finals series.
The ad was directed by Mark Romanek at a production and management company Anonymous for advertising agency Wieden & Kennedy Portland. The director himself is the one behind Nike’s ‘Conductor’ video showing legendary Kobe Bryant in his last season, as he conducts the hatred opposing fans always held against him. Apart from delivering one of the best football adverts – The Switch – Wieden & Kennedy Portland also produced a two-year-old ad that was broadcasted also on Cavaliers’ home-opener against the Knicks and it showed emotional return of Cleveland’s hero – LeBron James.
And with the ‘King’ poised to defend the championship once again, these images will appear as posters including NBA’s biggest stars appearing in each of the athlete’s home market – in Cleveland (LeBron James, Kyrie Irving), Oakland / San Francisco (Kevin Durant), Indianapolis (Paul George), Boston (Isaiah Thomas), Toronto (DeMar Derozan), Los Angeles (D’Angelo Russell, Julius Randle, Jordan Clarkson) and Chicago (Anthony Davis.). You can see more of these motivational posters below.
Kyrie Irving
Anthony Davis
Demar Derozan
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