During the summer of 2010, I had the honor of watching along with the rest of Cleveland (fans and non-fans of basketball) as LeBron James murdered an entire city on national TV. I don’t agree with the folks who think he “owed” something to Cleveland and all of Northeast Ohio. And I most definitely don’t support the people who burned him in effigy.
My reaction to the much-hyped “The Decision” announcement that he was leaving the Cleveland Cavaliers was “LeBron James, you’re dead to me.” You no longer exist. You no longer are worth my support. The Cavs had a “no excuses” policy, but I made excuses for LeBron. His first time in the finals he was a scared kid. That’s forgivable. In 2009, Mo Williams didn’t bother showing up in the playoffs. And you can’t blame LeBron for the big men letting Dwight Howard muscle his way to the goal repeatedly. And in the 2010 playoffs, the former “The King” had an elbow problem and couldn’t hold onto the ball, which lead to way too many turnovers. As a tennis elbow sufferer, I can’t blame him. It was just destiny.
This past summer, LeBron felt it was his destiny to leave the Cavs behind and head to the Miami Heat. The fact that he did so in such a douchetastic way is not forgivable.
But whatever is beyond unforgivable is what came during his first game this season. Nike ran a new LeBron commercial called “Rise.” It featured an unapologetic, even arrogant LeBron basically pissing on Cleveland all over again. Wounds that were on the brink of healing were reopened.
[youtube]https://www.youtube.com/watch?v=DccOb5sgBG0[/youtube]
So what did Nike hope to gain here? Where they trying to untarnish the image of its marquee endorser? Were they trying to top the wholly wrong commercial that used an unrelated recording of Tiger Woods’ father appearing to chastise his son for cheating on his wife with half the porn stars in Hollywood? So, this “Rise” commercial is not Nike’s first experience with resurrecting the dead (this time, figuratively. Last time, literally).
Why would Wieden+Kennedy, Nike’s advertising agency, suggest this? To stir up controversy? Why would LeBron agree to do this? To add another jewel to his broken crown? Why would anyone think that this would make me choose to purchase Nike products now or ever again? Ever. Again. After two of its own tear my heart out, Nike turns around and not only doesn’t apologize, but instead tells me I’m wrong for feeling that way.
Nike, you’re dead to me. Wieden+Kennedy, you’re dead to me. LeBron, you’re dead to me. Tiger, eh, whatever.
In the commercial, LeBron keeps asking, “What should I do?” Thanks for asking. For starters, you should think. Second, you should encourage your sponsors to think. Third, you should encourage everyone around you to think. Fourth, let your friends at Nike know that they’re gonna see a small drop in the sales of tennis clothes in XL and shoes in size 11.5.