NIKE Basketball has launched a new film entitled 'Together,' which celebrates the return of LeBron James to Cleveland.
With a theme centered on "One team. One city. One goal," the film portrays Cleveland citizens joining James and his Cavaliers teammates as they huddle before the opening night tip-off. Cleveland fans from all walks of life converge on the Quicken Loans Arena and join hands in a show of unity.
Nike Basketball partnered with Wieden + Kennedy to create the film directed by the Malloy Brothers. Numerous people near and dear to James make appearances in the 2:16 black and white film, including his mother, Gloria Marie James; coach Dru Joyce; and kids from the LeBron James Family Foundation. In addition, teammates Kyrie Irving, Dion Waters, Anderson Varejao, Shawn Marion, Tristan Thompson, Matthew Dellavedova and Joe Harris also make cameos.
The film aired live during the national TV broadcast of the Cleveland game against the New York Knicks last October 30. The campaign will continue to run on air across national entertainment and sports networks through November.
In addition to the film, the highly anticipated 10-story banner welcoming James back to Cleveland was unveiled on gameday. The 25,000 square foot installation located on the Ontario Street took more than nine hours to uncover, with the full image revealed pre-game. In the banner, James literally represents Cleveland on his back.