"LeBron XXI"
The Ask: Create a campaign for LeBron’s newest shoe while creating a framework for future LeBron iterations.
What We Did: My team and I developed a campaign focused on not only imaging a world for the LeBron XXIs, but also implementing a new creative look, tone, and feel for Nike Basketball.
My Role: As the lead creative writer for Nike Basketball, I was in charge of creating the narrative strategy for the campaign, and also managed the digital creation for placements such as .com, e-mail, app, and OOH. One of my biggest focuses was the social media strategy. I worked with brand and social teams to create the consumer journey, captured/edited social content, and managed writers on social writing.
Consumer Facing Line: Created for You to Rise
Launch Motion: The leading motion assets that set the new look, feel, and tone for Nike Basketball and LeBron XXI.
On-Body Hero Photography
Product Hero Photography
@NikeBasketball Social Posts
Warning: The LeBron XXI may blow your mind with its bounce abilities 🚀🤯
Available globally September 28th. Stay tuned 👀
For the generation taking everything to the next level comes an innovative build focused on securing the foot for every dribble, pass and jump.
Go to new heights in the LeBron XXI 🚀✨
Link in bio to learn more.
Supportive 🤗 Comfortable ☁️ Explosive 🧨
Created for you to rise 🚀 the LeBron XXIs have arrived. Try ‘em on and let us know how the air is up there 😶🌫
Tap to shop now.
The LeBron XXI
Created For You To Rise
Supports you with a 360° zonal cabling system, Zoom technology, and optimal breathability 🚀🔒☁️⛹️♂️⛹️♀️
Get yours now.
For the hoopers pushing their game to the next level comes the LeBron XXI to take them even higher🚀 💫
Listen to what the King has to say about YOU 🫵
The LeBron XXI only knows one direction.
Up ⬆️💯
Created for you to rise, the XXIs are here. Get yours now.
Our advice to take your game to the next level? Simple. Listen to LeBron’s advice (and wear the LeBron XXIs) 💯 💪
Breathable, lightweight design 🤝 game-changing moves.
Tap to shop the LeBron XXI Freshwater now.
The LeBron XXI 'Tahitian' will have you jumping to the sky ☁️ with a stabilizing 13 millimeter heel airbag and a turbo zoom unit in the forefoot.
Tap to shop now.
Supportive 🫶
Flexible build 🤸♀️
Cushioned feel ☁️
The LeBron XXI ‘New Age of Sport’ will be every little hooper’s new fave shoe. 🏀
Tap to shop now.
The Nike Basketball Team:
VP of Global Men’s Team: David Frank
Creative Director: Michael Spoljaric
Art Direction: Colin Matsui
Copywriter: ME!
Designers: Hunwoo Choi and Jerald Johnson
Social Copywriters: Cameron Lee and Jordan Aleck
Digital Team: Cameron Lee, Marco Wright, and Felicia Rogozenski
@NikeBasketball Social Team: Peyton Weiss and Abby Mangum
Producers: Erica Johnson and Dina Worley
Studio Manager: Maria Sylvia
Account Manager: Cheryl Wu, Shalamar Clark, Jesse Davis, and Jarrad Frierson
Creative Partners: Carlos Serrao, Monica May, Duray Thirdgill, Anastasia Walker, Mirna Jose, Nicole Bushnell
Production Company: Open Range