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Nike
Rise
October 27, 2010
Featuring reigning two-time NBA MVP, this spot was created to give LeBron a voice to address his off-season controversy head-on, so he can move forward and focus on the road ahead. This isn’t about what LeBron has done, or hasn’t done. This is about the difference between our expectations of him, and his expectations of himself.

Rise showcases 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. The film ends with LeBron driving to the net and saying in response to everyone, “Should I be who you want me to be?”
Featuring reigning two-time NBA MVP, this spot was created to give LeBron a voice to address his off-season controversy head-on, so he can move forward and focus on the road ahead. This isn’t about what LeBron has done, or hasn’t done. This is about the difference between our expectations of him, ...
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Emily A.
Nov. 4 2010
I love this not only because I am a Miami Heat fan but because who knows what LeBron is thinking, contemplating, feeling, hearing, being told? We see his perspective in a creative and edgy new way, I really like this!
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Jan
Oct. 27 2010
awesome, like it!!!!!
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