The sneaker’s on the other foot.
I finally watched the new LeBron James commercial I’ve been hearing so much about lately. And I must say, I find it unusually interesting.
Let me back up a bit. Back before all the free agency nonsense, I thought the guy was pretty compelling. He not only played for his “hometown,” he made them extremely competitive. He lived up to the most gargantuan of expectations right out of the gate. And he did it all with an unmistakable smile. What’s not to like?
Then July 8 rolled around. And whatever you felt about LeBron just before or right after he did what he did – whether you’re a Cavs fan, Heat fan, or neither – you have to admit the whole thing was just weird. Summoning the world to witness your breakup? Definitely strange. But did that act deserve the burning of jerseys and hateful tweets? That’s less clear than the fact that LeBron’s image was certainly tarnished by the ordeal.
So, LeBron’s brand took a big hit. Maybe not the $1 billion brand equity hit Mark Cuban claims he took, but a hit nonetheless. But it’s what he’s doing about it now that I find the most interesting. He’s making Nike commercials about himself. Sure, on the surface, this isn’t earth shattering. Nike was making “Bo knows” spots back when LeBron was in kindergarten. But a celebrity using a product to promote his brand – a marketing role-reversal of sorts – now that to me seems game changing.
Tagged with LeBron James, Nike