NIKE LEBRON 12
SOCIAL CONTENT, PRODUCT LAUNCH 
— FOR COLORWAY DESIGN OF LBJ12

CONCEPT, DESIGN
R/GA NEW YORK, 2014

I created two of the seven visuals that were used to hype the release LeBron 12 colorways. Each colorway has a unique story and gets tied back to LeBron's game and identity as an athlete. These visuals will be distributed through nikebasketball's social channels and heroed on the nike basketball sports landing page, building energy and excitement around each release.

HEART OF A LION

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The phrase “Heart of a Lion” refers to the courage that someone has to overcome adversity. People are said to have the heart of a lion or to be lion hearted. Crowned by courage, never standing down. The shoe stands at attention, dominating the court as only LeBron can. In the background, the eyes of the lion, as the shoe stands tall in the face of the attackers.

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DATA

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Statisticians have been tracking player efficiency ratings of NBA players since 1951. Modern technology allows teams to track PER against a computerized “ghost” for each player. The ghost player represents a data-driven ideal efficiency rating for each player.As LeBron expressed, to be incredibly efficient he needs a shoe that will respond to his size, speed and strength.

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