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Lebron James Nike China Dribble Campaign 1
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LeBron James and Nike Introduce New China Campaign

Date: November 28 2018

By: T.S. FOX

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Nike and LeBron James 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 The LeBron James Family Foundation and the opening of his I Promise charter school earlier this year — both of which were recently celebrated with a special take on the LeBron 16.

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