American basketball legend LeBron James has partnered with American crisps brand Ruffles for the Own Your Ridges campaign, which seeks to inspire people to 'embrace life's obstacles'.

The campaign includes a TV ad, titled Ruffles D.N.A. and soundtracked by Kendrick Lamar's track D.N.A., which features James 'reminiscing on his own "ridges"', and the stories of four individuals who 'found success on the other side of life's obstacles'. The NBA champion commented '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'.