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James, Nike Create Buzz For LeBron 14 Shoes With Limited Secondary Market Release

LeBron James is "chasing" Michael Jordan "in the world of signature shoe sales -- a realm still dominated by the Air Jordan line 13 years after its founder retired" -- with the release of his new shoes, the LeBron 14, according to Daisuke Wakabayashi of the N.Y. TIMES. Instead of a standard rollout on Nike's website or at retailers, a small batch of LeBron 14's are "going directly to a secondary marketplace before a wider release -- the sneaker world's equivalent of an initial public offering of a stock." Nike released "23 pairs of the LeBron 14, along with 23 pairs of his signature shoe from his rookie season, on Friday evening to the highest bidders on StockX, an online sneaker resale marketplace where shoe prices rise and fall like share prices." StockX co-Founder & CEO Josh Luber said that sale estimates "ranged from $3,000 to $25,000 per pair." That would be a "significant bump" from James' recent releases, "which have not been embraced by collectors." Whether the special release will "help James close the gap with Jordan remains to be seen." Market research firm SportsOneSource VP/Business Development & Market Insights Neil Schwartz said, "LeBron is not approaching Jordan in popularity. He's not even close" (N.Y. TIMES, 1/14).

KING OF KINGS? ESPN.com's Brian Windhorst noted Nike in '03 filmed a "special commercial to feature" James' original signature shoes that was tied to his debut. Nike and James "used his annual trip to Sacramento as a platform" to announce the release of a vintage edition of his rookie shoe. Early in training camp before the '03 season, James was "whisked to Sacramento in a private jet to film a commercial at Arco Arena." The goal was to make an ad "look as authentic as possible when it ran," and there were cameos, including actor Damon Wayans and former Kings owners Joe and Gavin Maloof. Kings broadcaster Jerry Reynolds said, "We'd never seen anything like it. They had about 500 extras and moved them all around to make it look like it was sold out" (ESPN.com, 1/14). In Cleveland, Chris Fedor noted James "showed up" to Golden 1 Center on Friday wearing the sneakers. James: "We've been listening to a lot of the people that's been following my career and sneakerheads been following my career. I've been giving a little bit of a hint every now and then, wearing retros, things of that nature, just to gauge my fans and gauge my people who have been along the journey with me" (Cleveland PLAIN DEALER, 1/14). 

DAY DREAM: Pacers F Paul George said that the debut of his new signature shoe, the Nike PG1, in London last week was an "emotional experience." George: "It’s pretty awesome. It’s been a dream of mine since I was kid, so it’s an awesome feeling to now see my shoeboxes with my name on it." George added that his shoes will be "available for fans to purchase sometime after the All-Star break" (INDIANAPOLIS STAR, 1/15).

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