An advertisement that Nike released on Monday for LeBron James’s new shoe, the LEBRON 13, was contributed to by a familiar name to Christian hip hop.

Alex “Big Juice” Hitchens, who co-produced the song “No Regrets” with Street Symphony on Lecrae’s mixtape Church Clothes, as well as tracks for numerous other artists in Christian hip hop including Thi’sl, Reconcile and Dre Murray, was given two days to produce two instrumentals for the following video. He pulled it off.

The placement centered on the Cleveland Cavaliers star was likely sentimental for the Cleveland-based producer.


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