LeBron James For Rimowa: Life On The Road Makes You A Better Person

19 June 2019
Style, Rimowa, LeBron James
Courtesy of Rimowa
The German luxury luggage manufacturer has tapped American basketball star LeBron James for it’s “Never Still” advertising campaign

Not only do NBA players spend approximately three-quarters of the year criss-crossing the US – on private jets, no less – so do their luggage. Oh, how we wish we could travel like those suitcases.

And, are you truly jet-setting in style if your bags aren't on point? Spoiler: no, you’re not. So it adds up in our books that basketball’s MVP (in fashion, also, might we add) LeBron James carries his goods in luggage by the LVMH-owned brand Rimowa.

In a continuation from last year marking 120 years since the company started, the brand unveiled its latest “Never Still” add campaign film with James. Discussing legacy – and how it can never be built by standing still – the series has featured other big name heavyweights including Dior Man’s creative director Kim Jones and Chinese pianist prodigy, Yuja Wang.

Keeping things global, the campaign was shot across four countries, with each star's journey captured by a different director, allowing the stories to reveal individual hardships experienced on the road in visually distinct and especially moving ways. And it works.

James’s film – directed by Philippe Tempelman – sees the sport star reflect on what value travelling has added to his career. “It’s been a long road, man,” James can be heard in a voiceover while he’s seen sitting on a bed with a contemplative expression on his face.

“It’s time to start thinking about retirement,” someone on the TV can be heard saying. “How long does LeBron have left?” another asks.

“But the road’s the greatest teacher there is,” James continues in the voiceover. “If you never leave, you never learn.”

Also featured in the film is the “I Promise School”, built by James in his hometown of Akron, Ohio, for underprivileged youth.

Take a look at some of the exclusive behind-the-scenes footage from the LeBron James and Rimowa collaboration.

LeBron James For Rimowa: Life On The Road Makes You A Better Person

LeBron James For Rimowa: Life On The Road Makes You A Better Person

LeBron James For Rimowa: Life On The Road Makes You A Better Person

LeBron James For Rimowa: Life On The Road Makes You A Better Person