To honor one of LeBron's finest career achievements, Nike launched a new campaign that celebrates the determination and perseverance needed to win a championship. The TV spot, which debuted immediately following Miami's victory, acknowledges what LeBron has known his whole life – that destiny is earned, not given.
Since his rookie season in 2003, LeBron has been on an epic journey – a journey of expectation, success, challenge and ultimately victory. Nike's spot chronicles those memorable career moments which have molded LeBron and fueled his motivation to succeed.
The story is told through a jeweler who begins working on a championship ring when LeBron is a young phenom, crafts it over the highs and lows of LeBron's first eight years in the league, and then finishes it just in time to be delivered for the 3-time MVP's first championship.
The spot launched globally after Miami’s closeout game and continues to run via digital and social media networks around the world.