LeBron James signed with Nike fresh out of high school, and the sneaker and apparel manufacturer has had to wait these nine long years for the so-called King to ascend to NBA supremacy just like everyone else.
So it was no surprise that Nike was all set to roll out an ad on the night that James won his first title. Shortly after the Miami Heat defeated the Oklahoma City Thunder in five games to win the 2012 NBA Finals, the company debuted "The Ring Maker," a minute-long spot that chronicled some of the highlights of James' path to winning a title.
The scene is set at Ron's Jewelers, where an elderly man fashions a ring, attends to customers and watches the developments of James' career on a small television in his shop. The video clips shows the highs and lows -- buzzer-beaters, the loss to the Dallas Mavericks in the 2011 Finals, a brief clip of him smiling from the 2012 playoffs -- before it closes on a gold championship ring and the company's "Just do it" tag line.