Fortnite x LeBron James

> Role: Creative Development, Research, Marketing + Strategy

The King has arrived.

The biggest game in the world joined forces with the biggest athlete in the world for an out-of-this-world brand collaboration and partnership. In the past, gamers have tried their hardest to recreate LeBron’s likeness in the game, but without much success. So we acted on that insight and delivered them more than they could’ve even imagined.

Fresh off teaming up with the Tune Squad in Space Jam, the 4x NBA MVP and 2x Gold Medalist brought his legacy and likeness over to Fortnite’s Icon Series. The second athlete to join the series behind PSG and Brazil’s own Neymar Jr., The Icon Series takes famous personalities and designs a unique and fully ownable skin based on their likeness. From the tattoos and king-like jewelry to his oft-memed pant suit combo (from his Cleveland days), we made this launch feel entirely rooted in LeBron to differentiate this offering from anything Epic Games had done previously.