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By Tom Banks, Creative editor

July 17, 2024 | 2 min read

The LA Lakers basketball icon looks to stir would-be cyclists to push themselves and reach their potential in this cinematic campaign.

Lebron James has teamed up with Canyon Bicycles for a new spot. In it, he features and voices over a message encouraging viewers to get on a bike and “push boundaries.”

The new campaign sees him and a young mountain biker ride out from the city at night and into the light of the day, where we’re also introduced to professional cyclists. It has been created by James’s SpringHill Company with Untold Studios.

As they ride further, they push themselves more and ride harder, with more independence.

James – who presumably rides with the saddle all the way up – is also working with the brand to donate bikes to his Lebron James Family Foundation.

Credits

SpringHill Company

CEO: Maverick Carter

President: Devin Johnson

Chief creative officer: Ricardo Viramontes

EVP brand partnerships: Chris White

SVP brand partnerships: Monica Boswell

Co-ordinator: Jaidan Olivier

SVP production: David Shikiar

Executive producer: Erika Buder

Executive in charge of production: Cherisse McKenzie

Line producer: Andrea Altman

Senior content producer: Khadija Bush

VPs of creative, Uninterrupted: Gerardo Ortiz, Andy Ferguson

Creative writer, Uninterrupted Siddiq Cornish

SVP, business and legal affairs: Albert Park

Counsel, business and legal affairs: Zohar Shlush- Reyna

Untold Studios

Executive producer: Tanya Ferguson

Line producer: Paul Bock

Production co-ordinator: Jordan Wright

Director: Filfury

DOP: Josh Saideman

1st AD: Clyde Goins

Creative assistant: Kahreh Daughterty

Editor: Jack Pyland

Color & finishing: AFX Creative

Color: Derek Hansen

Online finishing: Tim Bird

Music composition: Mean Machine

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