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Nike Launches New LeBron James "Rise" Campaign

Two-time NBA MVP LeBron James addresses his off-season controversy head-on and focuses on the road ahead in Nike's new "Rise" multi-media campaign. (Photo: Business Wire)

Rise features several sides of LeBron's personality: athlete, competitor, comedian and businessman. It opens with him sitting in a chair in front of the backdrop of "The Decision" asking, "What should I do?" Throughout the film LeBron rhetorically asks everyone for their opinion and each scene reflects opinions that have been expressed. A notable scene includes LeBron saying, "I am not a role model," borrowing a famous line from fellow Nike athlete Charles Barkley. LeBron also humorously asks, "Should I try acting?" He gets advice from Don Johnson, an actor best known for his role as Detective Sonny Crokett on the iconic 80's TV series Miami Vice, who advises him that things will get better with time. LeBron also reads part of a soulful poem written by world-renowned poet, Dr. Maya Angelou. The film ends with LeBron driving to the net and saying in response to everyone, "Should I be who you want me to be?"

"In Rise, we amplify LeBron's voice," said Davide Grasso, Vice President of Global Brand Marketing. "We're celebrating his courage to forge his own journey even when others may have disagreed with his decisions. It's this Just Do It spirit that defines LeBron and Nike as we strive to inspire all young athletes."

The campaign will debut globally with a 90-second film on YouTube on Monday, October 25^th and will subsequently air on TNT Tuesday, October 26, during one of the most highly anticipated games of the season, the opener between Miami and Boston. The campaign will also air during sports and entertainment broadcasting across national networks into November with the main placements to include TNT, ESPN, and Sports & Youth Cable (BET, Comedy Central, MTV2 Fuse, Adult Swim, Fox Sports, ESPN Family, TNT NBA, NBA TV).

The campaign was created by Wieden & Kennedy of Portland, Ore., directed by Stacy Wall and can be viewed at http://bit.ly/dDuzbk

For more information including multi-media, visit www.nikemedia.com.

About Nike

NIKE, Inc. based near Beaverton, Oregon, 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 subsidiaries include Cole Haan, which designs, markets and distributes luxury shoes, handbags, accessories and coats; Converse Inc., which designs, markets and distributes athletic footwear, apparel and accessories; Hurley International LLC, which designs, markets and distributes action sports and youth lifestyle footwear, apparel and accessories; and Umbro Ltd., a leading United Kingdom-based global football (soccer) brand. For more information, visit www.nikebiz.com.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6481944&lang=en

Nike Media Relations, 212-367-4447