The film portrays Cleveland citizens joining James and his 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 as a show of unity.
The film will air live during the national TV broadcast of the Cleveland game on Oct 30. The campaign will continue to run on air across national entertainment and sports networks through November.
The LEBRON 12 HRT OF A LION debuts in stores today in tandem with James’s on-court return to his hometown team. The LEBRON 12 is also ready for custom design at www.nikeid.com wherever NIKEiD is available.
LeBron James Banner installation
In addition to the film, the highly anticipated 10-story banner welcoming James back to Cleveland will be gradually unveiled on Thursday. The 25,000 square foot installation located on the Ontario Street will take more than nine hours to uncover, with the full image revealed pre-game. In the banner, James literally represents Cleveland on his back.
About NIKE, Inc.NIKE, Inc., based near Beaverton, Ore., is the world's leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. Wholly owned NIKE, Inc. subsidiaries include Converse Inc., which designs, markets and distributes athletic lifestyle footwear, apparel and accessories; and Hurley International LLC, which designs, markets and distributes surf and youth lifestyle footwear, apparel and accessories. For more information, Nike’s earnings releases and other financial information are available at . Individuals can also visit and follow @Nike.
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