Nike Bets Big on LeBron

Nike and LeBron have been sleeping together for about nine or ten years now, but last night they finally announced they’re tying the knot. I hate to call LeBron the woman in the relationship, because I like the guy, but Nike officially locked him down with a ring.

As confetti was strewn about American Airlines Arena and champagne was sitting on ice inside the locker room, Nike had a commercial on deck that would surprise some people. “The Ring Maker” aired immediately after the game, a game where LeBron dominated, locked up the Finals MVP, and the Heat won the World Championship. It was LeBron’s first title, a very important milestone in his career and one thought to be long overdue. The one minute long commercial showed their unrelenting relationship and confidence in LeBron James, as depicted by a jeweler that begins crafting a championship ring for James beginning with the time he was in prep school and ending last night as he hoisted the trophy.

At 0:52 into the commercial, you can see footage from right after game 5 of the Finals, the very game that ended literally minutes before this commercial aired. That’s an impressive turn around. Aside from all that, it’s a pretty cool commercial.

He finally got his ring. One of the most criticized sports superstars in my lifetime finally carries the ultimate trump card.

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Dillon Cheverere

Dillon Cheverere (@DCheverere) is the Vice President of Media for Grandex, Inc. Email:

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