LeBron James was fresh out of high school when he was selected No. 1 overall by the Cleveland Cavaliers in the 2003 NBA Draft. Now entering his 20th season, the 18-time All-Star is using his Nike signature shoe to pass the torch to rising stars like his sons Bronny and Bryce. James’ second decade of basketball also brings his 20th sneaker iteration, which started with the Nike Air Zoom Generation. “This shoe was made for the next generation and that was with Bronny and Bryce in mind,” James said at a Los Angeles Lakers practice this week.
The LeBron XX is the first time that the sneaker is a low-top shoe, which is a direct result of listening to the intended audience. “Understanding the basketball player of today and the people of today like the lower shoe. They like much lower to the floor. They like a little bit more lighter,” James said. “I listened to the athletes. I’ve got two of them in my household, so that was pretty easy. I listened to what they wanted to say. They actually sat in on some of the meetings with me. We all listened to them and we made it happen.”
Nick DePaula: FIRST LOOK: @CJ McCollum debuts the CJ 2, his second signature shoe with Li-Ning 👀👀 pic.twitter.com/1BaMoW7N9V
Nick DePaula: OFFICIAL: Memphis Grizzlies guard John Konchar (@konchjitty55) has signed a multi-year footwear & apparel endorsement deal with Nike. Konchar recently extended for 3 years with Memphis over the summer. pic.twitter.com/Y9Dkn0vIUb
Nick DePaula: OFFICIAL LOOK: @LeBron James’ Nike LeBron XX will launch September 29th in the “Time Machine” colorway, with materials and tech drafting from several of his past shoes. “We saw the XX as a chance to celebrate the next 20 years for LeBron,” says designer Jason Petrie. pic.twitter.com/cx2Lu7VmoR
He trademarked his “Night Night” celebration — head cocked atop a prayer-hands pillow, after putting away his opponents with a clutch bucket — that became a contender for the top meme of 2022. He’s nearly locked a lifetime contract with Under Armour worth potentially more than $1 billion.