As the Free Agency period started LeBron got a package. Inside was a pair of Jordan sneakers with a very bold message. The city of Chicago and the Bulls are daring LeBron to take on the challenge of Jordan. Dumb if you ask me.
Inside the box a message read - "You're A King, but can you live up to a legend? Can you take on the greatest challenge in sports; look history in the eyes every night, And refuse to blink. The fans of Chicago have a question for you. Do you dare fill these shoes?"
As it turns out, the package James received was the final piece in a week long marketing initiative by the Chicago-based Leo Burnett Worldwide ad agency. From the Chicago Tribune's Steve Johnson:
"LeBron, the fans of Chicago have a question for you," reads the two-page ad that ran in Thursday's Akron Beacon Journal, James' hometown paper. "Can you cast a shadow this big?"
So Monday, they sent to his house the classic red, white and black Air Jordans and asked if he could fill those shoes. Tuesday it was a case featuring seven empty ring boxes, representing one more championship than Jordan won here, and the question, "Can you fill these boxes?"
Wednesday was a mock-up of a Chicago Tribune 10 years hence - still going strong, by the way - and the headline "Sweet Throne, Chicago: With Title No. 7, It's Officially King James' Court."
Was the pitch cute and clever sure, but I think it does more harm then good.
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