LeBron James Makes Cover of NBA 2K19 in Second Appearance

Launch campaign debuts 'They Will Know Your Name' tagline

The cover features 20 words selected by James.
Headshot of Alissa Fleck

LeBron James hasn’t had a great week on the court, but here’s one win for him: A new campaign for the release of NBA 2K19—the 20th anniversary edition—has just launched, featuring James in his second cover appearance in the simulation game’s history. The cover, designed by agency BSSP, features 20 words chosen by the 14-time NBA all-star that reflect star athlete qualities.

This year marks the eighth consecutive year James has made it to the NBA Finals.

An accompanying reveal film features musical artists 2 Chainz, Rapsody and Jerreau performing alongside clips of James’ professional journey. The game sports the tagline “They Will Know Your Name,” which “[stems] from the notion that all NBA legends have a story that represents their journey to the point where the world knows who they are,” according to a statement.

NBA 2K19 will launch on Nintendo Switch, PlayStation 4, Windows PC and Xbox One. This is the second year an NBA 2K game has launched on the Switch. The game will be available starting September 7.



John Butler – Chief Creative Officer

Sinan Dagli – Creative Director

Patrick French – Copywriter

Zack Browne – Copywriter

Zach Shapiro – Senior Art Director

Alex Eley – Account Director

Mal Gretz – Account Supervisor

Jeremy Arth – Senior Producer

Halsey Stowe – Associate Strategy Director


Jason Argent – SVP, Basketball Operations

Alfie Brody – VP, Sports Marketing

Alan Ho – Global Brand Director

Andrew Blumberg – Sr. Brand Manager


Elastic – Production Company

Angus Wall – Director

Alexis Zabe – Director of Photography

Michele Abbott – Live Action Producer

Deborah Evans – Production Designer


a52 – VFX Studio

Andy McKenna – VFX Supervisor

Stefan Gaillot – Flame Lead

Michael Vaglienty, Adam Flynn – Flame Artists

Kevin Stokes, Gabe Sanchez – Online Editors

Hazel Baird – Art Director

James Levy, Jie Zhou – Designers

Steve Biggert – 2D Animators

Michael Ross – Producer  

Patrick Nugent & Kim Christensen – Executive Producer

Jennifer Sofio Hall – Managing Director


Paul Yacono – Colorist

Corey Martinez – Color Assistant

Jenny Bright – Color Producer


Rock Paper Scissors – Editorial Company

Biff Butler – Editor

Alyssa Oh – Assistant Editor

Rebecca Baker – Producer

Raná Martin – Executive Producer

Shada Shariatzadeh – Head of Production

Jennifer Sofio Hall – Managing Director

@AlissaFleck Alissa Fleck is a New York City-based reporter, podcast producer and contributor to Adweek.