Nike today is rolling out a new campaign that highlights the LeBron 12 basketball shoe by "featuring a dozen northeast Ohioans identified by LeBron James and the shoe company as local 'heroes,'" according to Joe Vardon of the Cleveland PLAIN DEALER. Nike "filmed videos and designed shoes for each of the 12 honorees" called the #iDYOURHERO initiative. It will be "released over the next 12 days through a targeted digital ad buy, on social media, and posted on Nike's website." The chosen "heroes" include Akron St. Vincent-St. Mary basketball coach Dru Joyce, who "coached James in high school," The Greenhouse Tavern Owner chef Jonathon Sawyer and Cleveland Fire Department Public Information Officer Larry Gray. Nike Communications Manager Lisa Beachy said that each person in the campaign "either has a direct tie to James or the LeBron James Family Foundation, or was discovered by Nike while the company was doing research for its TV commercial featuring James that aired on Oct. 30." James will "wear one of the Nike-designed shoes in honor of one of the local heroes during an upcoming Cavaliers game" (CLEVELAND.com, 12/17).
