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Video: Nike Basketball celebrates LeBron’s first title

Jun 22, 2012, 1:14 AM EDT

Immediately following the Heat’s Game 5 victory over the Thunder that sealed their 2012 NBA championship, Nike released this video celebrating LeBron James‘ role in the accomplishment. The video is entitled “The Ring Maker,” and is described in the official release like this:

“To honor one of LeBron’s finest career achievements, Nike launched a new campaign that celebrates the determination and perseverance needed to win a championship.  The TV spot, which debuted immediately following Miami’s victory, acknowledges what LeBron has known his whole life – that destiny is earned, not given.

Since his rookie season in 2003, LeBron has been on an epic journey – a journey of expectation, success, challenge and ultimately victory.  Nike’s spot chronicles those memorable career moments which have molded LeBron and fueled his motivation to succeed.

The story is told through a jeweler who begins working on a championship ring when LeBron is a young phenom, crafts it over the highs and lows of LeBron’s first eight years in the league, and then finishes it just in time to be delivered for the 3-time MVP’s first championship.”

If you consider yourself a basketball fan in any capacity, then you have to be extremely satisfied with seeing LeBron James win his first title. The best player in the game and a three-time MVP finally took home the most important piece of hardware, and he was an integral part of making that championship a reality for this Miami Heat team.

  1. duane888 - Jun 22, 2012 at 1:25 AM

    Cool commericial with a shameless plug at the end.

  2. KIR - Jun 22, 2012 at 1:25 AM

    Dan Gilbert, you demonized and tried to ruin a 25 year old kid who gave you all he had for seven GREAT years after making a simple mistake on his decision to leave. For that I hope Cleveland doesn’t get to the playoffs until you sell the team. You don’t deserve a winning team. Dan, Lebron wasn’t the problem and the reason your team didn’t win a championship. If you want to find the problem, start with the guy in the mirror.

    • TheJStyles - Jun 22, 2012 at 1:39 AM

      All he had? Did you watch game 5 against Boston in 2010? Honestly?

      I don’t care who his team mates were, or who the owner is.

      He quit.

      • KIR - Jun 22, 2012 at 1:50 AM

        What was Cleveland record before he got there and after he left? Please, come on!You don’t know what was in his heart nor what was going on behind the scene. A 24 year old quit on the court? lol Now, tell me all the good things he did on the court with Cleveland. I’ll wait for your reply.

      • KIR - Jun 22, 2012 at 1:57 AM

        Also, that was a lottery team without Lebron. Quite possibly the worst team in the league.

      • TheJStyles - Jun 22, 2012 at 2:09 AM

        What he did before, or does after, does not change the fact that he quit during the Boston series because he knew he couldn’t do it by himself.

        Sorry the Cavs didn’t completely bottom out before LeBron got there like Seattle/OKC did, allowing them to get multiple top lottery picks to go with KD (Westbrook and Harden)

  3. Reporters of Action Allstars - Jun 22, 2012 at 1:36 AM

    Lebron deserved that ring! Cool commerical.

  4. dgbk - Jun 22, 2012 at 1:43 AM

    @ kir

    Why wish ill on irving and the rest of the young cavs. your post is no better than his silly letter about lebron. Lebron already got his revenge he won gilbert will be a footnote in his career

    • KIR - Jun 22, 2012 at 1:55 AM

      That team is not going to win with Gilbert. They’d have to draft a few more great players and get some good free agents. Sorry, not going to happen. You’ll see. People are now saying it’s over…. move on. Where were they the last two years? I’ll tell you, demonizing a 25 year old kid.

  5. ajpurp - Jun 22, 2012 at 1:44 AM

    Im so unbelievably excited, and as a Knicks fans whose team will perpetually be on the bubble or 7-8 seed, for the next decade of awesome basketball. LeBron got the monkey weighing him down off his back and the thunder are going nowhere but through the roof, we’re in for history, lakers celts type competition for a decade at least. LeBron has a whole other level in him and durant is the best scorer in the league and is only going to improve, wade wont be in it throughout. But damn were in for history.

  6. ajpurp - Jun 22, 2012 at 1:52 AM

    And good for LeBron going and getting it, DG did nothing for him, relied on his sense of obligation for hometown and didn’t spend a dime to get him a pippen or an actual shaq. Just rode him, gave him no help and expected his loyalty to him!?! LeBron messed up big with the decision and not informing his team and hometown before hand in an adult manner but can’t won’t and don’t blame him for leaving, just like Kobe threatened to before they got pau, everyone needs the sidekick. He just did it in an awful way, but really, who hasn’t made awful decisions in their early twenties. Time to forgive and forget, he apologized, matured and seems genuinely sorry for how he handled it. Takes to much heat for it, good for the guy, better for the game of basketball for the next decade. Man I’m pumped, even as a damn Knicks fan. Dolan, take a big one and stick it where your ego don’t dare wander.

  7. realbenrush - Jun 22, 2012 at 4:46 AM

    @kir must know a lot about basketball.

  8. cantonbound13 - Jun 22, 2012 at 6:33 AM


  9. southbeachtalent - Jun 22, 2012 at 9:38 AM

    I guess no more ring less jokes.

    There has never been a more satisfying championship for this city ever.



    Doesn’t get any better than that.

    Party at LIV!!!!

  10. fanz928 - Jun 22, 2012 at 10:59 AM

    Did you look at his teammates at Cleveland? After he left they were the worst team from a 61 win team to a what 25 or lower win after he left? His old team is not very good and his decision just proves it even more . So haters could fuck off saying that he didn’t try he was probably the only one that was trying and by the way noone on his old team had the abilities to give a effort so he had a bs supporting cast

  11. 700levelvet - Jun 22, 2012 at 12:25 PM

    Congrats to LeBron…….but this reminds me of a line from the Godfather…….”Theyare all animals anyway, let them lose their souls”………

  12. southpaw77 - Jun 23, 2012 at 1:43 AM

    @Kir has got to be the biggest front runner or idiot walking.
    Please stop, you don’t know squat about basketball.

    The Cavs tanked around 2003 like every bottom feeder does and got lucky and got the home state phenom. The supposed chosen one was gonna end the drought of no Cleveland titles but, what ended up happening was a process, they had to build from a lottery team to playoff team and that takes years. Every year the Cavs and Gilbert went OVER the cap to appease Lebron. They tried bringing in Ray Allen or Michael Redd around 2006 but what free agent would come here since LBJ would never committ long term to the team. Every free agent from Artest to Ariza wanted one thing before they signed in Cleveland and that was to know, Lebron are you staying, then I’ll sign there and guess what, he wouldn’t answer them. This guy blew off phone calls from Tom Izzo when the Cavs went looking for a coach in 2010.

    The Cavs were gonna have tons of cap space in the summer of 2010 but ate it up by going for the win it all now so Lebron doesn’t leave and they traded for Shaq to stop Dwight. Then acquired Jamison’s huge contract so the Cavs could have a stretch power forward. It didn’t work but to say they didn’t try is false.

    The Cavs stink now, well no sh*t. Every major free agent signed by the time Lebron made his “decision” so they were left with bare bones and decided to bottom out and build thru the draft like OKC.

    This aint hating or whatever u losers wanna call it but facts as how it happened.

  13. jcrileyesq - Jun 23, 2012 at 10:35 AM

    great song selection with marvin gaye

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