LeBron James is back in Cleveland, and Nike made sure everybody knows it. Right in time for his first home game back with the Cavaliers, the brand released Together, a spot that is pure emotion from the first second to the last.
Together
In the spot, LeBron gives his new teammates a speech in the locker room: everything they do on the floor is for this city, and they owe it to the people of Cleveland. Then the huddle grows and grows until the whole city is part of it, with fans gathering in the streets and joining the chant. The film was made by Wieden+Kennedy Portland and directed by The Malloys.
The Homecoming
The first game back did not go as planned. The Cavs lost 95 to 90 at home against the Knicks. It is only one game, of course, and with LeBron, Kyrie Irving and Kevin Love, Cleveland is one of the favorites this season.
My Take
Americans love a story like this, and Nike knows exactly how to tell it. I am curious how long the homecoming hype will last once the season really gets going. For a look back at another Cavs legend, check out the jersey retirement of Zydrunas Ilgauskas.
.jpg)
