Cleveland Cavaliers opened the 2016 NBA season with a victory over the New York Knicks on Tuesday night.

Come out of nowhere

Image credit: Screenshot

LeBron James scored a triple double for the league’s defending champions, but he was more focused on the underdogs in Nike’s latest campaign from Wieden + Kennedy, Portland, Ore., which debuted the same night.

The Cavs came from behind to win the championship last year. And while James has been a household name for some time, his narration in this campaign celebrates those players who followed the same unlikely path. These are the aspiring stars who weren’t “supposed” to escape their neighborhoods, beat the odds and go pro, no matter how many coaches told them they had potential.


They all happen to be wearing James’ number 23.