Not sure if Lebron needs to rehab his image, but Nike and Wieden & Kennedy thought so. This spot is set to launch during game one of the 2010-11 NBA season Tuesday, conveniently a game between the Miami Heat and the Boston Celtics.

The spot asks, “What should I do?” In the spot it is a rhetorical question, but one good answer could be “Not star in a self-serving spot to promote and salvage your image, but rather just play the game.” This does, however, play well to the brand mantra of “Just do it.”

Hope it works out for the company, the player, and the league. After all, after their Tiger spot, they are running low on brand ambassadors.

What do you think? Good move by Nike? By Lebron?


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