LeBron James returns home in new Beats campaign

'King James' takes a trip down memory lane in new Beats by Dre film celebrating his homecoming

NBA superstar LeBron James returns to his hometown of Akron, Ohio, in the new advertising campaign for Beats by Dre.

The ad, created in partnership with R/GA Los Angeles, promotes the Apple-owned headphone manufacturer's Powerbeats2 wireless headphones. A full version rolled out on YouTube this week.

The ad shows scenes from Akron, with signs on display welcoming James home. Reportedly an early investor in Beats, James visits his old high school and trains with the headphones on. The ad includes old footage of the basketball star.

In July, James announced he was to leave the Miami Heat, where played for the last four seasons and return to the Cleveland Cavaliers, where he spent the first seven years of his NBA career.

James' mother, Gloria, narrates the ad, saying "Akron is home. This is the city that raised you. I'm so proud of you. Welcome home, son."

The ad closes with the line, "LeBron James, Re-Established, 2014," in reference to his tattoo that reads "Akron Est. 1984."

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free