LeBron James signed a deal with Nike for $90 million before he even got his first two points. Twelve years later, and it looks like that investment has paid off just fine.
Since his first sneaker campaign with the Nike Zoom Generation, LeBron’s brand and image has always been associated with demonstrating the courageous heart of a lion. Eleven years in the league and countless physical and mental battles off and on the court — LeBron has lived up to the reputation as being king of the jungle.
To kick off another chapter to one of the greatest sports sagas, Nike is introducing King James’s latest signature shoe (second longest series in Nike history) with the “Heart of a Lion” LeBron 12. The colorway wasn’t the intended launch release, but fate brought LeBron back home once again by featuring the Cavaliers colorway first.
The contrasting University Red and white upper, black branding, and icey soles make for one of the best LeBrons to date from an aesthetics stand point. Team Swoosh also laced its most celebrated superstar with more tech than Bruce Wayne’s Batsuit.
The LeBron XII is engineered for explosiveness and the exact specifications for one of the most unique specimens of an impressive era. Nike takes LeBron’s go-to cushioning, Zoom Air, to another level and meshes it with the flexible yet stable upper by using Dynamic Flywire and Megafuse.
“This is Nike at its best: we take the insights from a world-class athlete in LeBron James to inform forward-thinking designs and create the most innovative shoes,” said Kelly Hibler, Nike Basketball VP of Footwear. “We’ve combined the art and science of engineering in the LeBron 12 to advance the game of basketball’s best player.”
Are you ready? Pick up the LeBron 12 on October 30th at Finish Line.