The day before LeBron James and the Cavaliers face the Warriors in Game 1 of the NBA Finals — this marks James’ eighth consecutive appearance in the Finals — Nike dropped a new ad that throws it back to 2002, when the three-time champ got his iconic “Chosen 1” tattoo across his back.
The ad starts by setting the scene, “Las Vegas 2002,” then shows a young James made with CGI telling an astonished tattoo artist that he’s sure he wants the bold ink. It ends with, “Always believe.”
It’s one thing to put words on your back. It’s another thing to live up to them. #alwaysbelieve #nike @KingJames pic.twitter.com/q04oVa6gNc — Nike (@Nike) May 30, 2018
The reaction to the CGI has been mixed.
OMG…with the young bron CGI 🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥 https://t.co/3zDrdGn8PX — Craig David (@P__Easy) May 30, 2018
This was very cool until the creepy LeBron CGI. Should’ve just hinted at with the sweatshirt and then next shot is the tattoo. https://t.co/lxBepMG477 — Nicholas Russo (@N_Russ0) May 30, 2018
But overall it’s a cool spot. It gives us all a chance to reflect on how James went from being dubbed “The Chosen One” by Sports Illustrated‘s cover when he was only in high school to a three-time NBA champ (plus three-time Finals MVP, four-time league MVP, 14-time All-Star, etc.) chasing his fourth ring.
16 Years Ago Today: SI calls LeBron “The Chosen One.” He gets that tattoo on his back. pic.twitter.com/ivRu1ZWuC8 — Darren Rovell (@darrenrovell) February 18, 2018
This year’s Cavaliers-Warriors Finals battle starts on Thursday. It’ll air on ABC at 9 p.m. ET.