Before every game, Cleveland Cavaliers forward LeBron James has a ritual of tossing chalk or talcum powder into the air. The act has become a symbol of the Nike "Just Do It" movement, and it's showcased in this ad for LeBron James' Zoom LeBron VI shoe.
The commercial aired over the Thanksgiving weekend and was created by by Cohn & Wolfe with Wieden & Kennedy/Portland. The LeBron James 'Chalk' ad appeared primarily during the NFL football games. It featured cameos from Greg Oden, LaMarcus Aldridge, Brandon Roy, Daniel Gibson, Anderson Varejao, J.J. Hicks, and rapper Lil' Wayne, according to Ad Rants.