As reality as we knew it took a turn for the majority of the world, it certainly has made us re-evaluate the many different aspects of our lives. And one of them has been (and continues to be) travel.
It has been a privilege for most of us to have been able to travel the world with relative ease and frequency pre-2020—a fact that we have likely taken for granted. We're arguably itching and ready to take to the skies and see the world once again but like how the parameters are no longer the same as before, so have our perceptions surrounding travel.
In RIMOWA's latest Never Still campaign, the brand explores the new definitions of travel with the assist of the poetic words of Patti Smith as well as frequent world travellers Rihanna, Roger Federer and LeBron James. 'Never Still'—the specially written poem by Smith—powers on about movement and our inherent need as humans to travel and discover new places and experiences.
For basketball legend LeBron James, the pause on what's been routine and normal throughout his entire sports career has been somewhat of a godsend. Like many of us, James took the opportunity to take stock of what matters most. "For the first time in my career, the constant travel stopped for a period during the pandemic. That allowed me to have the very rare, uninterrupted time with my wife, my kids, and those closest to me. It gave me a chance to recalibrate and refocus on what's most important in life, and for me, that's family," he expresses.
In his portion of RIMOWA's latest Never Still campaign (his second with the brand), James talks about the intent behind travel. "Travel as we knew it is over. Now it's not about how far you go, but why you go. And who you bring along for the ride," he succinctly says in the clip. While the latter may indirectly refer to the luxurious travelling companions by RIMOWA, we're more than certain that it applies to who you actually would rather spend time with on whatever journey you're on. And who better to spill those words of wisdom than one of the greatest basketball players of all time?
Scroll through the gallery above for exclusive behind-the-scenes stills from LeBron James's time with RIMOWA for the latest Never Still campaign.
