Love him or hate him (and a lot of people love hating him), there is no denying that LeBron James is one of the most popular athletes in the entire world. And if you want to sell your product or promote a campaign, and if you had the money, he will probably be on your list. Well, he was definitely on Samsung’s list and now they have officially launched a new campaign to promote their Gear VR, a virtual reality headset where they partnered with Oculus.

They have released a featurette called “Striving for Greatness” which is basically a 12-minute day in the life of LeBron, as he trains for his 13th season in the NBA, this time with the Cleveland Cavaliers. Of course this video will be more appreciated if you’re actually using the Gear VR. Among its competitors in the market, like the Oculus Rift, Microsoft’s AR Hololens or Sony’s PS VR, it is probably the most low profile. And so to increase their profile, this video project is the one that they chose. But it probably won’t be the last.

To drum up even more interest in both the project and the Gear VR (although it really doesn’t have anything to do with the latter), they released a commercial last Christmas of various people lip-synching to Public Enemy’s Welcome to the Terrordome, following LeBron as well as he goes to training or just hanging around and being great.

People are saying that 2016 is going to be the year that OEMs will be pushing virtual reality products, so if this is any indication of that, then these brands are really going to go all out to convince the public that it is the digital future.

VIA: Tech Crunch