Nike offers children the opportunity to design LeBron James' shirt in a contest posted on its official site. This is in connection with the release of the NBA superstar's latest signature shoe, the LeBron 11 (XI). The winner will have his or her design featured on Nike shirts, as well as get to see LeBron play live in Miami. In line with its sports agenda, Nike will also donate equipment for his or her school's PE program.
LeBron James is Nike's biggest shoe endorser, generating sales worth $300 million in the U.S. alone in 2012. His signature shoes reportedly get sold out in as fast as two minutes. Nike celebrates milestones in LeBron James' career in colours. For instance, they released this pair of multi-coloured LeBron X "What The" MVP shoes when he bagged his fourth Most Valuable Player trophy last May.
These celebrations don't come without controversy however. Leaked images of a purported commemorative shoe sent tongues wagging in June. It was when the Miami Heat was still looking to clinch its second championship in a row when Nike supposedly released the LeBron X Low Floral with "2-Time Champion" etched on the sock liner of one shoe and "11-12" and "12-13" on the other.
LeBron James' Nike deal produces not only signature shoes but also items of clothing like socks and shirts, which also sell by the millions. The Swoosh soared to become the world's most valuable sportswear brand due to its ties with larger-than-life athletes, or it could also be the other way around, athletes becoming larger than life because their faces are splashed across glitzy sports ads that seem to magnify their moves into something fantastic and even supernatural.
With this design contest, kids are given the chance to be a part of this hugely successful formula of fashion + sports that drives much of the commercial world nowadays. Contest ends on Nov., 15, 2013. More details are on Nike's official page.
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