Nike is celebrating LeBron James's return to the Cleveland Cavaliers along with the launch of its LeBron 12 "Heart of a Lion" range with a multi-platform campaign that includes an emotionally-charged 2-minute film. The black-and-white film shows LeBron giving a rousing speech to his team and his hometown. It was directed by The Malloys.
Nike also unveiled a 10-story billboard in Cleveland which was gradually unveiled over the course of nine hours. See the spot, and the time-lapse of the banner reveal, below.