Agency: N/A

Purpose: Turn LeBron's image around, following the infamous "LeBron-athon".

Contribution: copy and concept

Collaborators: print ads - Allan Kneale / other items - Marina Sidorko

'Purpose Never Yields' Body Copy
“On the court, we have but seconds to make the right move. And while each decision will be scrutinized and dissected, we know in our hearts the score will tell us if we were right. When you’re on my court, winning should never require an apology.”

'Talent Never Wavers' and 'Determination Never Surrenders' Body Copy
“In life, we make tough decisions that are subject to the judgment of popular opinion. In the end though, it’s our hearts that tell us if we are right. I make no excuses for what I have done, because I know what I am here to do.”