17-time NBA All-Star, 4-time NBA Champion, and 4-time NBA Most Valuable Player LeBron James has teamed up with the Official Chip of the NBA, Ruffles, for a multi-year partnership to empower fans to celebrate and embrace all of life’s obstacles – their ridges – through the new Own Your Ridges initiative.
To kick off the partnership that will span multiple campaign elements across retail, social media and more, Ruffles – the potato chip best known for their ridges – and LeBron are releasing their first TV commercial together titled “Ruffles D.N.A.” You can check out the ad HERE.
Set to the tune of Kendrick Lamar’s hit single, “D.N.A,” the commercial captures LeBron reflecting on his “ridges” growing up in the inner-city of Akron, Ohio and shares the story of four other real-life people – a blind skateboarder, a single father, a female barber and a formerly incarcerated – who found success on the other side of life’s obstacles. The mission of the campaign is to inspire the next generation to embrace life’s obstacles – because each person’s journey to achieving their goals is what makes their story unique.
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To further empower underserved communities to own their ridges, Ruffles and the PepsiCo Foundation are partnering with the LeBron James Family Foundation to uplift communities specifically through education, job training, and other wraparound support.
Fans can visit OwnYourRidges.com to learn more.
