Nike unveils new LeBron James spot, knocks one out of the park


Nike Basketball’s track record has few blemishes. Their TV spots have taken form as commercial art since Jordan’s rise, and regardless of the player featured, manage to write new, meaningful lines to that player’s mythology. The newest player spotlighted in the Nike commercial catalog is no stranger to ad space, but still portrayed in a fashion befitting his relative talents, his personality, and his off-season.

Behold, “Rise,” featuring LeBron James. Watch, interpret the message for yourself, and spend the rest of your day getting rid of those goosebumps.