Wieden & Kennedy Get Involved in the Aftermath of Lebron James' Infamous Decision

The summer of 2010 had the sports world anxiously anticipating Lebron James’ announcement of where he would play during the upcoming NBA season, a media event which is now famously, or infamously, known as the ‘The Decision.’ Coming off his second straight league MVP selection, James became a free agent following the end of the 2010 playoffs after having been with the Cleveland Cavaliers for all seven years of his career. During the previous two seasons he had led his team to the league’s best regular season record, though failed both times to even make the finals when most we’re expecting a league championship. This disappointment fueled discussion about whether or not James would stay with the team or leave in search of a better supporting cast. More than ever before, sports news revolved around the looming decision of a single player.

While many teams courted the star, it was unclear which elements would factor into his decision. Was it about how big of a contract he could get? Was it a nice location he was seeking? Or would he remain loyal to the Cavaliers considering his Ohio roots and mega fan base? The answer came on July 8 of 2010 when James shook the basketball world by announcing that he would be “taking his talents to South Beach,” home of the Miami Heat and recent free agent signees Dwayne Wade and Chris Bosh. For Miami fans, the announcement called for celebration, though many others were far less amused.

Lebron James on location of 'The Decsion'

James received vast amounts of criticism from basketball fans around the nation saying he ‘sold out’ and selfishly skipped town to play with friends (Wade and Bosh) on the beach, while leaving Cleveland high and dry without a signature player. In essence, that’s exactly what he did, though I argue the criticism of which is undeserved. Upon the announcement, hatred spewed from avid Cleveland fans, some of which even went as far as to host public burnings of his jersey. Though when considering what James had done for the franchise and city, I can’t help but look down on the reactions many displayed. It wasn’t that he wanted a bigger contract, for he in fact took a salary decrease in order to make the move. Also, who can blame someone for wanting to play with two of best players in the league, regardless of a friendship status? Last year, Houston Astros’ pitcher Roy Oswalt asked for a trade and was dealt to Philadelphia. While he had been the club’s ace and my favorite pitcher on the team, I was happy that he was getting the chance to further his career with a better ball club. This wasn’t the case in Cleveland.

Between the time of James’ announcement and the start of this year’s NBA season, he joined with his shoe sponsor and Wieden & Kennedy to produce a Nike spot called ‘Rise.’ Campaign profiles state that the agency wanted to give James a voice so he could address the heavily publicized controversy surrounding his name. According to the agency’s website, the 60 second spot ‘showcases several sides of Lebron’s personality: athlete, competitor, comedian and businessman.’ The ad centers on James rhetorically asking the audience, “What should I do?” Different scenes depict and address varying opinions of the player’s actions, one of which even recalls a famous line from a former Nike commercial featuring Charles Barkley, one of James’ more avid critics at the time. In another, humor takes stage as he is seen acting alongside Don Johnson, who is famous for his character on the former TV series Miami Vice. It closes with him asking, “Should I be who you want me to be?” and a shot of Nike’s signature slogan, Just Do It. The ad, which was released on opening night of the current NBA season, is featured below.

In a 2010 November AdAge article, author Bob Boland breaks down his views of the controversial commercial, along with James’ reputation. Being a professor of freshman sports management for New York University, I would usually be inclined to agree with such a figure, though some of Boland’s comments make me wonder if the man even watches basketball. Below are a few excerpts from the article, along with my thoughts pertaining to each.

“His entire career has always had hype but it has been largely contrived hype, like his trademark pre-game chalk explosions that SportsCenter has made famous.”

-    The key words here are ‘largely contrived,’ which is absurd from any angle you look at it. While James may have a ritual or two, his game speaks for itself and is responsible for the icon he is today. ‘The Decision’ carried the gravity it did because James is arguably the most explosive player to ever come through the league, and I assure you nobody is buying tickets to see him throw chalk dust in the air. Two straight regular season MVP awards is the furthest thing from contrived.

“…is James a champion, a leader, someone we cannot look away from? The answer is definitely not.”

-     James is not a champion. This is fact, but to say he is not a leader is absolutely ridiculous. During the last two seasons Cleveland finished with NBA-best records of 66 – 16 in 2008-2009 and 62-20 the following year. With James’ absence, the team has mustered a pathetic 13-57 record thus far, including a 26 game losing streak: the worst in NBA history. While James has not managed to win a championship, Cleveland’s record this year strongly alludes to one of the reasons why. So tell me, who was the leader of that team?

“James being compared on any level to the CEO whose company created an environmental disaster is terrible for sports endorsements and it is "Rise" that begged that comparison.”

-     Are you kidding me? The comparison was made in an episode of South Park, televisions raunchy, no shame animated production that has become a hotbed for controversial comedy. While the ‘Rise’ parody episode was certainly clever, there is no way James’ departure could ever come close to matching the significance of last year’s oil catastrophe in the Gulf of Mexico. Citing this issue is like comparing a high tide to a tsunami; it holds no relevance.

“With "Rise," James keeps asking for our attention and keeps leaving us cold. It's not that James has done anything wrong. It's just that he doesn't offer anything dramatic or unexpected, the exact thing athletes are supposed to do. An athlete can be egotistical, he just can't be tedious -- it's the greatest sin an athlete can commit.”

-     This outlook is what’s wrong with professional sports today in my opinion. They have become more of a stage than a game. Everybody wants to know what the new popular end zone dance is, but few recall the class of Earl Campbell as he never celebrated or spiked a ball. Why do you suppose so many people argue that college sports are more pure? It’s because at that level, it’s all about the game. Additionally, professional athletes are not actors, and by no means should be expected to deliver any amount of drama. Perhaps James’ should have rolled out an epic apology to Cleveland during the spot, saying he was sorry for revitalizing a team that nobody was interested in, sorry for spurring an electric boom in the city’s economy, sorry for putting so much money in Dan Gilbert’s (Cavaliers owner) pocket, who harshly criticized James the morning after his decision, and sorry he wasn’t going to win a championship with them. Maybe that would have been egotistical and dramatic enough for Boland.

    Click here to read Boland's complete article... Why LeBron's 'Rise' Lowers the Value of Athlete Endorsement

It seems that no matter the reality of the situation, everyone will find a way to criticize in one form or another. They say great players are marked by championships, but bash James when he moves to a team with a greater opportunity to do so. They say professionals are all about the money, but blame it on wanting to play with friends when James agrees to take a salary cut. They say he’s self-centered, though neglect the fact that he would assume second fiddle to Wade and play a lesser role than he had before.

Lebron James (left) and Dwayne Wade

I think this aspect is what ‘Rise’ was all about: the fact that you can never please everybody. Star players ask for trades and leave teams as free agents all the time, though arguably none of which have done what James did for Cleveland, who was rewarded with a hailstorm of disgust. In that sense, the ad beautifully captures what no other athlete would have faced given the same situation. When the Boston Celtics built their ‘Big 3’ in 2007, which includes Kevin Garnett, Ray Allen and Paul Pierce, nobody said an unkind word. This is because none of their names are Lebron James. The bottom line is that when you’re the best, people will either love you or hate you, and those in the middle likely couldn’t care less. The ad’s closing line, “Should I be who you want me to be?” poses the unattainable feat at the heart of his criticism. While the commercial may have sparked more upheaval in an already tense situation, it will definitely be remembered for many days to come.

Boland, B. (2005, December 14). Why LeBron's 'Rise' Lowers the Value of Athlete Endorsement. In Advertising Age. Retrieved March 18, 2011, from <http://adage.com/article/guest-columnists/lebron-s-rise-lowers-athlete-endorsement/146995>