LOS ANGELES, Jun 8, 2007/ FW/ --- NBA fans know that LeBron James of the Cleveland Cavaliers is making his first NBA Finals appearance of his career. To celebrate this event, Nike is launching ‘We Are All Witnesses’ integrating marketing campaign that pays tribute to James and acknowledges the legions of fans worldwide who are 'witnessing' his greatness, power, athleticism and beautiful style of play.

Introduced in November 2005 via the unveiling of a 110-foot high by 212-foot wide billboard in Cleveland, the Witness campaign built its crescendo very fast with every win of the Cleveland Cavaliers until they made the NBA Finals.

With the NBA Championship series beginning last Wednesday, Jun 6, the new execution of the Witness campaign was unveiled with a 30-second television spot during the first quarter.

The television commercial, which was shot in black and white features a highlight of James in the 2007 NBA Playoffs and set to the song "I Shall Be Released" sung by the soulful Marion Williams (original track by Bob Dylan).

The new execution also includes a print ad featuring a photo of James from the 2007 Eastern Conference Finals and the iconic line "We Are All Witnesses". The black and white ad will appear in Sports Illustrated, The Cleveland Plain Dealer and the Akron Beacon Journal this week.