The World According to James
The popcorn, jokes, and testosterone zing around the room with all the patience of an electron. Across town the same scene is amplified in a crowded bar, long and skinny, the popcorn substituted with beer. In both rooms the flicker of television screens — rhythm — and the dance between sports and advertising provides the meter by which the hours will unfold. Where elbows and dripping bottles crowd one space, coasters and crumbs crowd the other. It is the job of Lebron James to communicate above the din in both these spaces. If, during commercial breaks, he can do just half of what his body does during the game many millionaires not pictured on the screen sweating and chest-bumping will be just as enthused.
LeBron James, the icon, comes to form before our eyes. We see, just a bit sharper in Nike’s new spot “Chalk.”
And was that Lil Wayne mugging from the courtside seats? Indeed, we’re not sure if the cameo will help sell more albums to sports fans or sneakers to hip-hop fans, but the will is there. He’s even blogging for ESPN. Guess who he talks about most?
LeBron James was a junior in high school when he first appeared on the cover of Sports Illustrated. His senior season’s games were broadcast nationally on ESPN. Now a six-year pro and gold medalist, the table is set for him to become a legitimate media personality, or, as Nike once put it, for us to Witness.