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| Hard Work... Together... |
The title of the video is "Together," highlighting and celebrating the pride and emotion that came with James' return to Cleveland this past offseason.
Directed by the Malloy Brothers, Nike Basketball collaborated with advertising firm Wieden + Kennedy to conceptualize the short.
It depicts a huddle by James with the Cavaliers, with Cleveland citizens inside and outside of the Quicken Loans Arena joining in as a show of unity. One team. One city. One goal.
Among those participating are Cavs teammates Kyrie Irving, Dion Waiters, Anderson Varejao, Shawn Marion, Tristan Thompson, Matthew Dellavedova and Joe Harris, LeBron's mother Gloria, his high school coach at St. Vincent St. Mary's Dru Joyce, as well as the children from the LeBron James Family Foundation.
To complement the short, a 10-story 25,000 banner was unveiled on Ontario street. Nike recorded the reveal through time-lapse on its YouTube page:
On the day LeBron officially makes his season debut, Nike will also debut the LEBRON 12 HRT OF A LION on its stores. For those who relish creativity, it is also ready for custom design at www.nikeid.com wherever NIKEiD is available.
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