A Fallen King Begins To Rise

Tuesday, November 9, 2010

A Fallen King Begins To Rise

This past offseason wasn’t so “off” for LeBron James. Since walking out on the Cleveland Cavaliers during after game 5 of last season’s NBA playoffs against the Boston Celtics, James has received incessant backlash for nearly every move he’s made from nearly every person he’s encountered. He’s been publicly criticized by the likes of Charles Barkley, Michael Jordan, Cav’s owner Dan Gilbert, and sports commentators worldwide. He’s been slammed for abandoning his hometown, walking out on his team in the playoffs, being a poor role model, and, most notably, for The Decision. Essentially, Akron’s former “King” had become more of a court jester. 

While James’ life story has seemingly been told through the mouthpiece of the media, disgruntled Akronites, and just generally bitter fans everywhere, he has taken the first steps towards ironing out his wrinkly image. 

A new 92-second commercial for Nike’s “Rise” campaign is James’ undeniable attempt at regaining control of his image, and responding to all the criticism he’s received. It references all the topics he’s caught flak for through a cinematographic mash-up of poignant imagery, straightforward shout-outs to his critics, and questions to LeBron fans and enemies alike. 

Scenes such as the giant “We Are All Witnesses” banner in Cleveland falling to the ground while he asks “What should I do?”; asking “Should I really believe I ruined my legacy?” while addressing an empty room during a mock Hall of Fame induction; or having his “Chosen 1” tattoo removed while he winces in pain, are awakening in the sense that they make viewers reevaluate their strict views on the actions of such powerful athletes.

While “Rise” may appear to accomplish many tasks, it is here, as Barry Rothbard of Sports Grid says in his article Does Nike’s New LeBron James Ad Make You Forgive The King?, for one reason: “to shift the PR battle back into LeBron James’ court.” 

From a PR perspective, this ad is genius for a couple reasons. First of all: timing. He allowed enough time for The Decision to be digested, and for people to be ready to hear what he had to say again. Through the commercial, the world saw LeBron acknowledge the madness of the offseason on Monday. The NBA season started on Tuesday. What better time to clear up any questions or concerns, or to pick up--regain?--any last-minute fans than the day before he is thrust back into the limelight? 

Next: it is no coincidence that the face of the “Rise” campaign is LeBron James. The King fell from his throne four months ago, and is now rising back to the top. It’s that simple. Nike has tried to doctor athletes’ broken brands before (think Tiger Woods in the Nike “Boom” operation), but this “Rise” ad is the just the PR prescription that LeBron needs.

Finally, an oversized ego is like poison to an athlete’s image, making them seem super-human and out of reach to fans. In 92 seconds, this commercial brings James back down to Earth through his simple question, “What should I do?” 

In the recent past, everyone has had opinions regarding his actions on and off the court, career decisions, media involvement, what he should have done, and what he should now do. According to Sports Networker writer Sam Taggart, by repetitively asking his audience what he should do, “LeBron seems to be saying, ‘You try being me.’” 

Everyone knows how hard it is--or how virtually impossible it is--to please everyone, and this commercial sheds some light on that aspect of the superstar’s life. He acknowledges his mistakes, he recognizes there are ways he could have done things differently, and only after letting the public step into his shoes and see just how many different hurdles he faces everyday, does he finally opens up and invites people to share their opinions. 

An athlete’s brand is dependent upon whether fans are able to identify with them, and it took a mere 92 seconds for the world to begin to rediscover parts of themselves in LeBron James. And that is what will help The King begin to rise again. 


-Liz

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