Nike LeBron James
Project – Taking visual and editorial cues from Victory Journal, create an original Nike publication about the life and times of LeBron James for release in conjunction with the basketball superstar’s ninth signature shoe and 2011 Holiday collection of NSW apparel.
Creative – The D&C team, including photographer Anthony Blasko, spent a week in Akron, OH tracing the arc of James’ hardscrabble childhood, spectacular rise to basketball fame and evolving relationship with “The Rubber City”. Combining material from this trip with original illustrations and a curation of images from James’ summer 2011 tour of China and Taiwan, D&C worked to create a dynamic portrait of James’ past and present. Entitled, “Never Stop,” the finished publication featured an illustrated road map of James’ life by Cody Hudson, an oral history of his first dunk as witnessed by his middle school gym teacher, reportage on LeBron’s surprise participation in a Pro-Am game at a church outside of Cleveland and an exploration of the football career that might have been. Additionally, D&C created a fully illustrated mini-catalog of Lebron’s Nike apparel and footwear collection as a centerfold for the piece.
Creative – Over the course of production, Never Stop evolved into the definitive press kit for Nike’s LeBron James Holiday 2011 line. On top of distribution to key media outlets in 12 countries, the publication was translated into French and Chinese and distributed as a one-off print piece in Europe and China. A limited edition English language run was given away during the 2011 Art Basel festival in Miami, and content was made available through Nike digital portals for iPad download via Sinio. Never Stop received extensive coverage on style blogs from Hypebeast to Freshnessmag.
Creative – The D&C team, including photographer Anthony Blasko, spent a week in Akron, OH tracing the arc of James’ hardscrabble childhood, spectacular rise to basketball fame and evolving relationship with “The Rubber City”. Combining material from this trip with original illustrations and a curation of images from James’ summer 2011 tour of China and Taiwan, D&C worked to create a dynamic portrait of James’ past and present. Entitled, “Never Stop,” the finished publication featured an illustrated road map of James’ life by Cody Hudson, an oral history of his first dunk as witnessed by his middle school gym teacher, reportage on LeBron’s surprise participation in a Pro-Am game at a church outside of Cleveland and an exploration of the football career that might have been. Additionally, D&C created a fully illustrated mini-catalog of Lebron’s Nike apparel and footwear collection as a centerfold for the piece.
Creative – Over the course of production, Never Stop evolved into the definitive press kit for Nike’s LeBron James Holiday 2011 line. On top of distribution to key media outlets in 12 countries, the publication was translated into French and Chinese and distributed as a one-off print piece in Europe and China. A limited edition English language run was given away during the 2011 Art Basel festival in Miami, and content was made available through Nike digital portals for iPad download via Sinio. Never Stop received extensive coverage on style blogs from Hypebeast to Freshnessmag.
