Rise is a Nike campaign that redefines LeBron James’s public image. Through a series of cinematic scenes, he confronts the opinions and expectations surrounding him while reclaiming his own narrative. Blending humor, introspection, and cultural references from Charles Barkley to Maya Angelou, the film celebrates individuality and the courage to forge one’s own path. It embodies the fearless spirit of Nike’s Just Do It philosophy.
Creative: Wieden+Kennedy. Direction: Imperial (Stacy Wall). Production: Public (Christopher Noellert, Hiroshi Endo, James Allen, Johna Hall, Tony Smoller).