Chalk

Mark Romanek of Anonymous Content directs an inspiring spot featuring Cleveland Cavaliers superstar LeBron James promoting his sixth signature shoe: the Nike Zoom LeBron VI. As the spot opens, the NBA's leading scoring phenomenon, LeBron James, is seen following his pre-game ritual. James approaches his fans with a handful of chalk and launches an explosion of powder into the air. As the flakes settle on the shoes, faces, and applauding hands of the crowd, the spot flashes to a baker, a student, a barber and a street baller performing their personal versions of the lucky ritual.