At 34 years of age, NBA megastar LeBron James has an army of haters telling him he’s past his peak.
Now, LVMH-owned luxury luggage brand Rimowa has tapped into this hate in a powerful new ad.
“It’s been a long road, man,” James says to open his monologue.
It comes after the video plays a snippet of a newsreader asking the question: “how many years does LeBron have left?”
Despite being recently valued at $US450 million, the ad depicts a vulnerable James, alone on the road and only contacting his loved ones via FaceTime.
There’s an early hint that a luggage brand might feature, with James saying, “if you never leave, you never learn. You’ve gotta be comfortable being uncomfortable.”
Directed by Philippe Tempelman and filmed by BWGTBLD Berlin, the powerful ad also touches on powerful social issues like police brutality and education for underprivileged children, showing the school James recently opened in his hometown of Akron Ohio.
According to James’ Instagram, the new ad is solidifying an existing relationship.
The ad is part of Rimowa’s ‘Never Still’ campaign, which has so far featured the likes of Swiss tennis maestro Roger Federer and celebrity chef Nobu Matsuhisa.
This article originally appeared on Travel Weekly‘s sister title, B&T.