18-12-2014

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LeBron James to Wear LeBron 12 iD Designed for “Ohio Heroes” »

Nike has created a new campaign that highlights the LeBron 12 basketball shoe by featuring a dozen northeast Ohioans identified by LeBron James and Nike as local “heroes.” Called the #iDYOURHERO initiative, Nike filmed videos and designed shoes for each of the 12 honorees that will be released over the next 12 days through a targeted digital ad buy, on social media, and posted on Nike’s website. The chosen “heroes” include Akron St. Vincent-St. Mary basketball coach Dru Joyce, who coached James in high school, chef Jonathon Sawyer, owner of The Greenhouse Tavern on E. 4th Street downtown, and Larry Gray, a spokesman for the Cleveland Fire Department. Each person in the campaign either has a direct tie to James or the LeBron James Family Foundation, or was discovered by Nike while the company was doing research for its TV commercial featuring James that aired on Oct. 30. James will salute a hometown hero by wearing one of the customized shose in an upcoming game. The honor comes from James’ ambition to recognize the impact of hometown heroes who inspire greatness in their communities.