LeBron James’ return to Cleveland marked a significant increase in notoriety, fame and, of course, approval. With that in mind, a new Nike campaign will showcase James’ LeBron 12 basketball shoe by featuring a dozen Northeast Ohio residents identified by King James and the shoe company as ” local heroes.
Called the #iDYOURHERO initiative, Nike has produced videos and designed shoes for each of the 12 award winners that will be released over the next 12 days via a targeted digital ad purchase, on social media and posted on the Nike website. A sample of the “heroes” of James and Nike? include high school basketball coach Dru Joyce, chef Jonathon Sawyer (The Greenhouse Tavern in downtown Cleveland) and Larry Gray, a spokesperson for the Cleveland Fire Department.
All of the winners have a direct connection to James or the LeBron James Family Foundation, or were discovered by Nike while the company was researching its television commercial featuring James that aired in October. Each individual is active in the Northeastern Ohio community or has overcome their personal challenges to be successful in the region. “These 12 people and this campaign are celebrating the Cleveland community, that’s what it’s all about,” he said. Lisa Beachy, spokesperson for Nike, said.
James will wear one of the shoes designed by Nike in honor of one of the local heroes in an upcoming Cavaliers game. The national campaign encourages people to design their own LeBron 12 shoe for one of their heroes and share their story via social media. Angela Dudek, 32, of Lakewood, is director of public relations and fundraising for the Hunger Network of Greater Cleveland. Contacted by Nike, based on her social media posts, she was filmed attending the Cavaliers season opener and then recorded her interview for the Halloween campaign.
“I had an interview with their entire marketing team, which was quite intimidating.” said Dudek. “I’m excited to see him, excited to see the result of a really cool and important campaign. “I’m from Tallmadge, who is sort of Akron, and he’s from Akron, I think it all caught their attention. “
Below are the rest of the winners who will have shoes made for them:
– Kara Cauffield, from Cuyahoga Falls, an Akron public school teacher who sits on the education advisory board of the LeBron James Family Foundation.
– Aleah Duncan, from Akron, a sophomore at Akron Buchtel who is an “ambassador” in the James Foundation program for older youth.
– Dr Benson Bonyo, a doctor from the Akron region who runs a charity called Bonyo’s Kenya Mission, which provides medical care in the African nation of Kenya. The James Foundation is a partner of Mission Kenya.
– Victoria Young, Akron, a part-time Akron public school employee whose lawn was given a makeover over the summer as part of a James Foundation service project.
– Brandi Davis, a primary school principal for Akron Public Schools and a member of the James Foundation Education Advisory Board.
– Kinyatta Edgerson, from Cleveland, former Boys and Girls Club of the Year winner and student at Hiram College.
– Richard Starr, director of the King Kennedy Boys & Girls Club in Cleveland.
– Billy Hundt, de Westlake, a military veteran and firefighter from the city of Cleveland.
THE SOURCE: Sports Business Daily