LeBron to promote Nike LeBron 12s by honoring local 'heroes'

The return of LeBron James to the Cleveland Cavaliers was about more than just basketball. It was also about shoes.

A new Nike campaign for James's LeBron 12 sneaker will kick off Wednesday and will focus on local heroes from northeast Ohio. The #iDYOURHERO campaign will include 12 videos released online - one every day for 12 days - with each honoring people from the Cleveland area.

Those honorees include Akron St. Vincent-St. Mary basketball coach Dru Joyce, chef Jonathon Swayer, Cleveland Fire Department spokesman Larry Gray and more. Each person is said to have a direct tie to James or his charitable endeavors.

James will only wear one special edition of the shoe in game action.