Today, as part of RIMOWA’s 'Never Still' global campaign, the brand is unveiling LeBron James’ icon story. Following the launch last year of their first-ever global integrated brand campaign - marking the brand’s 120th anniversary – today RIMOWA continues the conversation on purposeful travel with more portraits of iconic friends of the brand.
The select cast celebrates the collective mindset that has made them who they are – a fundamental belief that mastery is a never-ending journey and that no one builds a legacy by standing still. While this campaign echoes the ethos set forth by RIMOWA in their first global brand campaign, this second look focuses on the hardships of the road, both real and metaphorical, and the resilience and drive required to endure and thrive.
This year sees stories of Artistic Director Dior Men's and fashion designer Kim Jones and Chinese pianist prodigy Yuja Wang share an intimate view into their lives on the go, and how constant challenge drives them toward success. Today sees the story of Basketball legend, LeBron James.
Directed by Philippe Tempelman, LeBron James’ film is an emotional meditation on his continual journey on the road; one which has been especially challenging this season. The film features James reflecting on the miles of wisdom he’s gained from travel which have turned him into one of the greatest athletes of all time - one who thrives playing away from home. The film nods too at what will be perhaps his greater legacy – building the groundbreaking Akron public school, the I PROMISE SCHOOL, in his hometown of Akron, Ohio for underprivileged youth.
The global integrated brand campaign will run across paid and owned social and digital channels, Air France, British Airways, and Cathay Pacific in-flight entertainment, select cinemas in the US and Europe, airports in New York, Los Angeles, London, Paris, Nice, Shanghai and Hong Kong, and OOH in key cities like New York, Los Angeles, Paris, London, Hong Kong, Seoul and Tokyo. The campaign will also feature retail activations and exclusive limited-edition stickers.
Created in partnership between Anomaly in Berlin and RIMOWA’s internal creative team, the campaign will be activated globally, with special emphasis on RIMOWA’s seven key markets – USA, China, HK, Japan, Germany, UK, and France.
RIMOWA CEO Alexandre Arnaud commented: "RIMOWA’s ‘Never Still’ is not a concept that loses steam after one campaign – it’s an idea on which to build. As a brand dedicated to the heritage of consumer-focused craftsmanship, longevity and innovation, RIMOWA is committed to participating in the conversation by adding meaningful cultural context to our products. Together with this group of diverse global icons, we continue to open up a conversation beyond travel to explore what it means and takes to move forward.”
“Lebron James is an extraordinary personality who shapes our world and culture beyond his profession," said Frank Hahn, ECD of Anomaly in Berlin. "This new film for RIMOWA - NEVER STILL shows a contemplative and absorbed Lebron at the end of a disappointing season. But his point of view on travel, sports, family, social issues is inspiring and shows his relentlessness of making a difference in the world. The tagline ‘No one builds a legacy by standing still’ couldn’t be more perfect.”
Agency - Anomaly Berlin
Executive Creative Director: Frank Hahn
Creative Directors: Sebastian Lyman, Nikolaus Ronacher, Bertrand Fleuret Executive Producer: Kerli Teo
Producer: Joanna Roman, Eric Kim, Tobias Moellenbach, Jana Schelkle Stills Producer: Davor Brkan
Account Director: Tania Delamotte
Account Manager: Julia Saumande, Claudia Mulligan
Project Manager: Mona Vogel
Strategist: Anneliese Rapp, Dan Ball
Art Director: Mayara Schmidt, Jan Volpp, Yonca Yilmaz, Konstantin Kopf Copywriter: Malu Figuereido
Legal: Julia Clark, Therese Spillane, Grant Thompson
Film - BWGTBLD Berlin
Director: Philippe Tempelman
DOP: Patrick Scola
Editor: Sam Ostrove @ Cabin Edit
Executive Producer: Philipp Ramhofer
Producer: Juliane Geusendam
Visual Effects: Swiss International AB
Photography – Matt Jones:
Photographer: Matt Jones
Agent: Jillian Johnson, John Moore @ Walter Schupfer Management
Producer: Jay Rodan @ Sheriff Production
Retouching: Velem LA, 100Berlin Creative Retouching