Costly basketball sneakers worn by Nike's NBA athletes "aren't selling like they used to," but the company "hopes LeBron James' latest signature sneaker can reverse that trend," according to Matthew Kish of the PORTLAND BUSINESS JOURNAL. James "debuted the LeBron 14" during the nationally televised Christmas Day game against the Warriors, and the sneaker is Nike's "most technical basketball shoe." It "features Zoom Air for added cushioning and a snug fit in order to emphasize performance." Nike has not said "when the LeBron 14 will release," but it is "expected to retail for $175, less than previous models" (BIZJOURNALS.com, 12/28). THE VERTICAL's Nick DePaula noted brands in past years have "looked to steal the spotlight during the Christmas Day schedule by launching new uniform designs and silhouettes, along with 'disruptive' sneakers meant to clash and stand apart from team colors." However, Nike "shifted its strategy this season, moving away from the loud footwear." The brand on Christmas "debuted the newest signature sneakers" from James and Cavs G Kyrie Irving instead of "styling existing shoes already on the market." Nike Basketball Senior Footwear Product Dir Kevin Dodson: "We’re going to attack things totally different for this season. We just want to keep it interesting and have kids feel like they’re seeing something different from us." DePaula noted rather than "tie itself to the 15-plus theme nights allowed by the league throughout the course of the season -- including Halloween, St. Patrick’s Day and Easter -- Nike is looking to latch onto just a handful of moments" (SPORTS.YAHOO.com, 12/28).
