Variations Of Shoes A Major Component Of Nike's LeBron Strategy

Nike Has Released More Than 70 Variations Of James' Shoes Since He Entered NBA In '03

Nike "has released more than 70 variations" of Cavaliers F LeBron James' shoes since he entered the NBA in '03, and the company has "issued more than seven variations of James' signature game shoe, Air Max LeBron VII," since the start of this NBA season, according to Stan Donaldson of the Cleveland PLAIN DEALER. When a variation of a shoe is released, the "mold of the shoe stays the same, but the colors change, which can sometimes drive demand for a particular shoe." Nike also "releases limited-edition sneakers that are sold at specialty stores," which are "sought after by collectors." Donaldson notes Nike has "released several limited editions of James' signature shoes this NBA season." The company said that James will "wear a special player version of the Air Max LeBron VII if the Cavs make the playoffs," and also will "wear a special color of this year's signature shoe" at the February 14 NBA All-Star Game at Cowboys Stadium. Meanwhile, the planning for James' eighth shoe is "already under way," as Nike Media Relations Manager KeJuan Wilkins said that sneaker production for Nike athletes "occurs around 18 months before being released to the market" (Cleveland PLAIN DEALER, 1/22). 

NEW KICKS: In St. Paul, Charley Walters reports a Nike official was at Vikings HQs Thursday "distributing newly designed, shiny, chrome-soled shoes for players to consider wearing" during Sunday's NFC Championship game against the Saints and "potentially the Super Bowl." Nike has "shoe contracts with 43 of the Vikings' 53 rostered players," including QB Brett Favre, RB Adrian Peterson and WR Sidney Rice (ST. PAUL PIONEER PRESS, 1/22).

HIGHS & LOWS: adidas Chair & CEO Herbert Hainer took part in the FINANCIAL TIMES' "20 Questions" feature, and he said one of the best qualities about his job is it "enables me to attend the greatest sports events in the world, like FIFA World Cups and Olympic Games -- a wonderful treat for a sports fan like myself." Hainer said he least likes "making decisions that negatively impact other people's lives." Hainer: "Thankfully it does not happen that often." Meanwhile, Hainer said the worst job he has ever done was "restructuring the German sales force for Adidas in 1992, which at that time consisted mainly of famous former athletes" (FINANCIAL TIMES, 1/22).