Featured Video Play Icon

Lebron Rise – Nike

This 2010 advertisement for Nike features NBA superstar LeBron James. Produced when LeBron was making his controversial move to the Miami Heat, he speaks directly to the camera, asking the viewer: “Should I be who you want me to be?” The ad concludes with the famous Nike slogan: “Just Do It.” The advertisement is a direct response to the intense public and media criticism LeBron has received during his playing career.


To what extent do you think the criticism LeBron James has received over time is related to his identity as an African American male?

Do you think African American athletes face more scrutiny on account of their race?

In what ways do you see this demonstrated in media and public life?

Our Funders