Long Live the King

KITH collaborated with Nike to release a LeBron James “Long Live the King” shoe collection. Rather than create typical branded content, MATTE was tapped to engage the audiences of KITH, Nike, and LeBron James by telling a lesser known story.

MATTE produced an inspirational mini-documentary that examines the life and journey of LeBron James and his rise to stardom. Unknown stories of a child raised in Akron’s inner-city on his quest for greatness are told by pivotal figures who experienced it first-hand. “Long Live the King” leveraged storytelling to highlight both sides of LeBron - the person and the player. The film, distributed across KITH & Nike’s digital platforms, is meant to bring his relatable upbringing into focus.

The short film takes a dive into LeBron's life both on and off the basketball court and features key figures in the NBA star's life, including his high school basketball coach Keith Dambrot, the Nike executive who first signed him, and KITH founder Ronnie Fieg. The film was released in conjunction with a line of special edition Nike LeBron 15 sneakers.