Nike celebrates LeBron James' first NBA championship with new TV Spot

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Nike celebrates LeBron James' first NBA championship with new TV Spot

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June 21, 2012

Nike celebrates LeBron James' first NBA championship with new TV Spot

This new spot acknowledges that destiny is earned, not given.
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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.