“We’ve gotta do it for Clevelend,” LeBron James explains in a huddle with his fellow Cavaliers in Nike’s new “Together” video.
Shot in black and white, the film, directed by the Malloy Brothers, shows a crowd converging on the Quick Loans Arena as the basketball forward returns to his hometown.
Featuring guest appearances from James’ mom, Gloria, coach Dru Joyce, teammates and kids from the LeBron James Family Foundation, Nike’s video underlines the brand’s position as a frontrunner in emotionally loaded ad campaigns. As previously reported by FN, many footwear companies, including Ugg Australia and Under Armour (whose founder, Kevin Plank, has been named Person of the Year by FN), are looking to bring consumers into their worlds through poignant visuals and authentic stories.
“Customers want to be involved in the brand and what is communicated about the brand,” Denise Lee Yohn, a marketing expert, told FN at the time.
This latest campaign from Nike ushers shoppers into the game, and nudges them into the huddle.