Nike Recounts the Story of LeBron James' 'Chosen 1' Tattoo Ahead of His 9th NBA Finals Appearance

In a new spot by Wieden + Kennedy Portland

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The biggest believer in LeBron James’ future success as an NBA player and general human being? LeBron James of course.

The Cleveland Cavaliers player had so much confidence in himself and his abilities as a teenager that he went into a tattoo parlor in 2002 and had the words “Chosen 1” inked onto his back. Earlier that year, James was featured on the cover of Sports Illustrated with a headline reading “The Chosen One.”

Now, as James prepares to play in his eighth consecutive NBA finals game against the Golden State Warriors, Nike is illustrating the story behind that legendary back tat in a new spot, “The Tattoo.”



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