Ruffles aimed for a space no chips had been before: elevating its brand purpose, and its tagline Own Your Ridges, into a mindset that not only celebrated differences but empowered people to make one. And with the world’s biggest athlete—LeBron James—leading the charge, “Ruffles DNA” set a brand-new tone for the iconic snack. We showcase its message through the stories of real-life people who defied odds to embrace what makes them unique. These stories are wrapped in LeBron’s own reflection on a childhood spent fatherless and homeless, and culminate with a message to the masses: own what makes you, you; and show the world what you can do.