Nike and LeBron James spread Chalk

Nike has released a commercial for the Zoom basketball shoe featuring Cleveland Cavaliers basketball star LeBron James, using his pre-game ritual of tossing talcum powder into the air at the scorer’s table. The commercial, released on Thanksgiving weekend, shows sports photographers waiting eagerly for the moment LeBron throws his chalk powder up, while other forms of dust are released in a barbershop, an outdoor basketball court, a bakery, a classroom, a school locker room, and back among the basketball fans. The ad finishes with the joy of a slam dunk and freshly baked doughnut.

Nike Chalk TV commercial featuring LeBron James

The campaign, including 60 second and 30 second television commercials, are to promote the Zoom LeBron VI. Also appearing in the ad are basketball players Greg Oden, LaMarcus Aldridge, Brandon Roy, Daniel Gibson, Anderson Varejao, J.J. Hicks and hip-hop artist Lil Wayne.

Click on the image below to play the video.


The Chalk campaign was developed at Wieden+Kennedy, Portland, by creative directors Alberto Ponte, Tyler Whisnand and Jeff Williams, copywriter Caleb Jensen, art director Taylor Twist, executive creative directors Mark Fitzloff and Susan Hoffman, agency producer Erika Madison.

Filming was shot by director Mark Romanek via Anonymous Content, Los Angeles, with director of photography Adam Kimmel, executive producer Dave Morrisson, producer Aris McGarry, head of production Sue Ellen Clair.

Editing was done at Spot Welders by editor Robert Duffy, post producer Carolina Wallace, and assistant editor Patrick Murphree.

Visual effects were done at Digital Domain by VFX supervisors Brad Parker, Vernon Wilbert, executive producer Karen Anderson, producer Melanie LaRue, senior Flame artists Chris De Cristo, Andrew Eksner, Jonny Hicks, Pilon Lectez.

Audio post production was done at Lime Studios, mixed by Loren Silber. Colorist was Siggy Ferstl at Riot.

Music is “Candyman” by Cornershop.