It’s often been said that life is a journey; an ever-winding path that’s unique to each individual. If that’s indeed the case, the contents of one’s accompanying luggage is akin to a collection of memories and experiences that can be used in preparation for a planned destination. Or perhaps even an uncertain one.
Building on this metaphorical idea of travel, luxury luggage brand RIMOWA taps on the extensive experiences of basketball legend LeBron James as part of its latest campaign, Never Still. James is one of three inspiring and creative individuals—including Dior Men's artistic director Kim Jones—that RIMOWA has selected for the campaign.
“But the road’s the greatest teacher there is,” James says in the campaign’s video as it transitions from his home state of Ohio to a private jet in the clouds. It’s a clear depiction of how far he’s come from his humble beginnings to being one of the greatest basketball players.
In line with the campaign’s tagline, “No one builds a legacy by standing still”, James highlights the responsibility he now carries as a prominent public figure. His intentions to “pave the way for others” and to be vocal about social injustices that are affecting his community are visualised. The culmination of that desire to better his community, and perhaps his greater legacy, is the I Promise School—a public elementary school set up in his hometown that’s supported by the LeBron James Family Foundation and specifically developed for at-risk children.
It’s a poignant reminder that one’s journey, no matter how successful it may seem to be, is never truly over. In a way, it’s a reflection of RIMOWA’s journey as a luxury brand that’s constantly finding new ways to evolve stylistically and never really resting on its laurels. What lies ahead is anyone’s guess, but as James put it: “There’s a lot of road left to travel.”
Watch the inspirational campaign video above for a short highlight reel on the legend that is LeBron James.