LeBron James does things on the court that are so unthinkable that he may as well be a superhero. If you can bring even a fraction of that intensity to your life, you’ve got a little bit of LeBron in you. Our challenge was to create a line of LeBron school supplies that appealed to a younger audience. In order to do this, I created an animated character called Bron Dexter that channelled Lebron's superhuman on-court presence into the classroom. The products are meant to be a fun, approachable, and quirky take on LeBron, for kids who want to take a bit of LeBron’s on-court dominance with them to school.
I created the animated character and applied him to different items: USB drives, pencil cases, lunch boxes, notebooks, and in-store displays. We hoped that the character would send the message that in order to be like Lebron you have to cultivate your brain and not just your brawn.