# NBA Shoebox Dares Leo Burnett Worldwide Challenges Lebron James to Come to Chicago By Michael Hines | Published 2010-07-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/leo-burnett-worldwide References: [solecollector](http://solecollector.com/live/all/lebron-dared-to-fill-mjs-shoes-literally/) & [chicagotribune](http://www.chicagotribune.com/sports/basketball/bulls/ct-talk-lebron-james-pitch-0702-20100701,0,4464220.column) Chicago-based ad agency Leo Burnett Worldwide recently sent out a ballsy challenge to [NBA](https://www.trendhunter.com/trends/nba-championship-bottles) superstar (and currently, free agent) LeBron James. They sent him a pair of [Nike](https://www.trendhunter.com/trends/foot-locker-takeover) shoes complete with a dare. The shoebox dared James to come to Chicago and fill Michael Jordan’s shoes. How clever is that! Inside the box were seven empty ring boxes symbolizing the number of championships that MJ won in Chicago. Whether or not LeBron winds up in Chicago, this was a brilliant pitch by Leo Burnett Worldwide. ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 74% | Activity: 70% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### Key Themes Behind This Trend - **Personalized Challenges:** Companies can leverage personalized challenges to engage with celebrities and create unique marketing opportunities. - **Disruptive Advertising:** Creative advertising techniques, such as sending daring messages to celebrities, can disrupt traditional marketing strategies and capture attention. - **Brand Ambassadors:** Brands can collaborate with influential personalities and athletes to promote their products and generate buzz around their brand. ### Where This Applies - **Sports Marketing:** Sports marketing agencies can explore innovative ways to connect athletes with brands and create impactful campaigns. - **Advertising and Marketing:** Advertising firms can discover new avenues for advertising by leveraging unique and daring strategies to capture audience attention. - **Branding and Promotions:** Companies specializing in branding and promotions can help brands create bold and memorable campaigns that stand out in the market. ## Related on Trend Hunter - [NBA Championship Beer Collabs](https://www.trendhunter.com/trends/nba-championship-bottles.md) - [Basketball Star Pre-Roll Boxes](https://www.trendhunter.com/trends/preroll-box.md) - [Basketball Star-Backed Chip Flavors](https://www.trendhunter.com/trends/flamin-hot.md) - [Highly Anticipated Basketball-Themed Auctions](https://www.trendhunter.com/trends/infinite-auctions.md) - [AR-Enabled Basketball Player Experiences](https://www.trendhunter.com/trends/cryptocom.md) - [Worldwide Basketball Sponsorship Agreements](https://www.trendhunter.com/trends/linglong-tire.md) - [Large-Scale Basketball Events](https://www.trendhunter.com/trends/foot-locker-takeover.md) - [Athlete-Starring Footwear Campaigns](https://www.trendhunter.com/trends/speed-shopping.md) - [Candy-Themed Tonal Basketball Shoes](https://www.trendhunter.com/trends/lebron-xxii.md)