Today, as part of RIMOWA’s 'Never Still' global integrated campaign, the brand is unveiling LeBron James’ icon film.
Following the launch of last year’s first global integrated brand campaign that marked the brand’s 120th anniversary, today, RIMOWA continues the conversation on purposeful travel with three impactful films featuring intimate portraits of iconic friends of the brand.
The select cast celebrates the collective mindset that has made them who they are – a fundamental belief that mastery is a never-ending journey and that no one builds a legacy by standing still. While this campaign echoes the ethos set forth by RIMOWA in their first global brand campaign, this second look focuses on the hardships of the road, both real and metaphorical, and the resilience and drive required to endure and thrive.
Following the launch of last year’s first global integrated brand campaign that marked the brand’s 120th anniversary, today, RIMOWA continues the conversation on purposeful travel with three impactful films featuring intimate portraits of iconic friends of the brand.
The select cast celebrates the collective mindset that has made them who they are – a fundamental belief that mastery is a never-ending journey and that no one builds a legacy by standing still. While this campaign echoes the ethos set forth by RIMOWA in their first global brand campaign, this second look focuses on the hardships of the road, both real and metaphorical, and the resilience and drive required to endure and thrive.
Basketball legend, LeBron James; Artistic Director Dior Men's and fashion designer, Kim Jones; and Chinese pianist prodigy, Yuja Wang all share an intimate view into their lives on the go, and how constant challenge drives them toward success.
Shot across 4 countries by 3 different directors, every director worked closely with each individual icon to create an emotionally insightful, personal and visually distinct expression of their particular journey.
Directed by Philippe Tempelman, LeBron James’ film is an emotional meditation on his continual journey on the road. The film features James reflecting on the miles of wisdom he’s gained from travel which have turned him into one of the greatest athletes of all time - one who thrives playing away from home. The film nods too at what will be perhaps his greater legacy – building the groundbreaking Akron public school, the I PROMISE SCHOOL, in his hometown of Akron, Ohio for underprivileged youth.
Shot across 4 countries by 3 different directors, every director worked closely with each individual icon to create an emotionally insightful, personal and visually distinct expression of their particular journey.
Directed by Philippe Tempelman, LeBron James’ film is an emotional meditation on his continual journey on the road. The film features James reflecting on the miles of wisdom he’s gained from travel which have turned him into one of the greatest athletes of all time - one who thrives playing away from home. The film nods too at what will be perhaps his greater legacy – building the groundbreaking Akron public school, the I PROMISE SCHOOL, in his hometown of Akron, Ohio for underprivileged youth.
The global integrated brand campaign will be featured across paid and owned social and digital channels, Air France, British Airways, and Cathay Pacific in-flight entertainment, select cinemas in the US and Europe, airports in New York, Los Angeles, London, Paris, Nice, Shanghai and Hong Kong, and OOH in key cities like New York, Los Angeles, Paris, London, Hong Kong, Seoul and Tokyo. The campaign will also feature retail activations and exclusive limited-edition stickers.
Created in partnership between Anomaly in Berlin and RIMOWA’s internal creative team, the campaign will be activated globally with special emphasis on RIMOWA’s seven key markets – USA, China, HK, Japan, Germany, UK, and France.
Created in partnership between Anomaly in Berlin and RIMOWA’s internal creative team, the campaign will be activated globally with special emphasis on RIMOWA’s seven key markets – USA, China, HK, Japan, Germany, UK, and France.
