LeBron James and Nike Introduce New China Campaign
and are challenging our perception of athletes with a new campaign in China.
Building on the #morethananathlete movement, the new campaign takes on the idea that King James should just 'shut up and dribble' — something conservative Fox News host Laura Ingraham infamously suggested James should do instead of criticising President Donald Trump. Dubbed 'Dribble & _', the campaign, created by long-time Swoosh partners Wieden+Kennedy, faces the notion head-on and encourages athletes — and basketball players in particular — to do far more than just dribble.
For his part, James has done exactly that for years, culminating in the likes of and the opening of his I Promise charter school earlier this year — both of which were recently celebrated with .