A spoken word poem that tells LeBron’s story through the eyes of those he’s influenced, recited by 2Chainz, Rapsody and Cleveland native rapper, Jurreau.
IT ALL STARTS WITH A NAME. YOURS.
In anticipation for the 20th anniversary release of NBA 2K19, we created a campaign that transcended culture by empowering gamers to craft their own legacies and make their names known by all.
To launch the campaign and reveal the highly anticipated cover athlete, LeBron James, we composed a spoken word poem that told LeBron’s story through the eyes of those he’s influenced and had that poem recited by 2Chainz, Rapsody and Cleveland native rapper, Jurreau.
Then upon release of the game, NBA 2K19, we created a spot that challenges the 2K community to come at the king, earn their spot at the top and make the world know their names.
Every reign comes to an end. But LeBron James isn’t quite ready to give up the throne. To officially launch NBA 2K19, we created a spot that challenges the 2K community to come at the king and make the world know their names.
For decades, sports video games have pushed out the same cover design—a stock photo of a star player in an action pose. For the 20th anniversary of NBA 2K, we wanted to break out of the sea of sameness and create something unique and impossible to ignore.
