Nike Basketball célèbre les 10 ans de carrière de LeBron James

LeBron James, considéré par beaucoup comme le meilleur joueur de la NBA, débute sa 11ème saison en NBA, après avoir passé 7 ans au Cleveland Cavaliers et maintenant donc 4 ans au Heat de Miami. Nike Basketball, sponsor majeur du joueur, a décidé de mettre les petits plats dans les grands pour fêter cette décennie dans la plus grande ligue de basketball au monde.

Après le lancement de la LeBron 11, et le concours de design à l’attention des enfants, Nike Basketball vient de diffuser coup pour coup deux contenus qui visent à faire de LeBron, la nouvelle légende de la NBA.

Le premier contenu, intitulé « Training Day », montre un LeBron James proche de son public mais aussi sa passion et son engagement pour le basket-ball. Le film, conçu par Wieden + Kennedy Portland, montre l’entrainement quotidien de LeBron James et les étapes nécessaires pour devenir le champion qu’il est et comment je le disais avant, sa relation avec les fans qui le nourrissent, l’inspirent et le stimulent à aller encore plus loin, chaque fois. Ce film, diffusé pour la première fois à la TV ce dimanche soir, a déjà été uploadé sur YouTube et totalise déjà 1M de vues en 48h. Vous reconnaitrez l’allusion, que dis-je la forte inspiration des scènes de Muhammad Ali à Kinshasa en marge du match, « The Rumble In The Jungle », contre George Foreman.

Un vrai travail d’image pour LeBron qui se voit aussi par cette série de visuels réalisés en marge du shooting, en mode « LeBron James, la star proche des gens ».

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Ce film se prolonge sur les médias sociaux avec un hashtag #striveforgreatness, une activation social media qui invite les fans de LeBron et de basket-ball à montrer comment ou ce qu’il les inspire à atteindre leurs objectifs.

Le deuxième contenu est pour la peine encore plus lyrique que Training Day puisqu’il s’agit d’un poème de Louis Andersen, poète et scénariste de pièces de théâtre de métier, qui avait déjà fait un poème en l’honneur de LeBron James, King. Cette fois-ici le poète a tout simplement composé une oeuvre en l’honneur d LeBron, de son voyage de la petite ville d’Akron à Miami dans un poème appelé « Rubber City Soul ».

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Comme pour « Training Day », « Rubber City Soul » souhaite améliorer l’image et la relation entre LeBron James et ses fans. Mais l’éxécution nous fait rapidement comprendre que ces contenus sont la volonté à la fois de la marque et du joueur de travailler leur image commune et de s’élever (pour LeBron James) au statut de légende du basket-ball. Un vrai travail d’image pour rétablir l’image de LeBron James, fortement endommagé après « The Decision », la fameuse émission d’1 heure durant laquelle l’ancien joueur de Cleveland annonçait son départ pour Miami.

A voir si tous ces efforts vont payer, mais néanmoins, il est intéressant de voir qu’une marque se met quasiment au service d’un athlète à l’image écornée et que les messages s’y retrouvent.

 

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  1. Nike Basketball célèbre les 10 an...
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