Own what makes you, you!

NBA star LeBron James has collaborated with the Official Chip of the NBA, Ruffles, empowering fans to celebrate and embrace all of life’s obstacles – their ridges – through the new Own Your Ridges initiative.

The idea of owning your ridges and embracing what makes us all different resonates with me on a lot of levels. I’m excited about the depth of the Ruffles D.N.A. campaign and being able to engage everyone with its empowering message.

To kick off the partnership, Ruffles and James have released their first TV commercial together titled “Ruffles D.N.A.” The commercial sets the tune of Kendrick Lamar hit single, D.N.A, capturing LeBron reflecting on his “ridges” growing up in the inner-city of Akron, Ohio. The commercial also includes the stories of four individuals who ‘found success on the other side of life’s obstacles’.