Friday, December 5, 2008 | 4:03am
Marketing Matters: Lebron James Nike Ad Chalks It Up With Jamie Nared, Lil Wayne
New ad shows Nike’s hip to the hoop, the streets and game
The sports fans in the Highbrid Nation are familiar with LeBron James pre-game ritual. Although its not original by any means (See Michael Jordan, KG) it has become his signature. For those who have no idea what I’m talking about, before every game Lebron habitually pours an exorbitant amount of talc/ rosin into his hands, rubs it in and tosses the excess in the air near the scorer’s table. He does it before every game and gets the home crowd and some road crowds crazy.
In the new Nike Spot for his new “Zoom Lebron Sixes” James has some fun with his fans as they copycat his ritual in their everyday lives. The spot was in heavy rotation during the Thankgiving games so you’ve probably seen it but you might have missed the cameo by the young female hooper. Its none other than 6 foot tall Beaverton, Oregon Hoop phenom, Jamie Nared, who we profiled back in May. She made headlines after her league petitioned to have her removed from the boys team in which she played because she was embarrassing them on the court. Good Sh*t Nike!
Lastly the spot also cameos Raps Grimm Reaper, Lil Wayne who is seen brushing the dust off his kicks. There are a couple of ways you can go with this. Either its harmless, a reference to Wayne being too cool to have his kicks dusted with talc or a very subliminal reference to Weezie former occupation in street pharmacy. Perhaps I’m being a cynic. Its a great ad though. Shout to Wieden+Kennedy, Nike’s Ad agency for putting it together.