The LeBron 13 launched last fall in Akron, Ohio with a goal bigger than simply introducing a shoe.
LeBron made it clear at that launch: he wanted to engage his hometown in a mission of creativity and creation.
During the September 27, 2015 launch, 30 kids from The LeBron James Family Foundation joined James for a Nike design workshop. They were asked to share their stories and offer their thoughts on what the phrases “I Promise” and “Strive for Greatness” mean to them. This discussion became the basis for a unique project: translating their words into drawings – and then into a single, brand-new shoe.
"To help Nike design a shoe is a once in a lifetime opportunity for our kids, and we are so excited about the end result because it represents their ideas and dreams," said Michele Campbell, Executive Director of the LeBron James Family Foundation. "Through our program, we are showing these kids in Akron they can be anything they want to be if they work hard, and we are thankful that Nike is supporting that mission by creating unique opportunities like this shoe for them. We can't wait for people to see it."
The result of that experience is now available in the form of the LeBron 13 Low “I Promise.” Elements of the design include the “I Promise” baller band, fashioned as the heel pull tab, a hand-drawn “family graphic” on the inside of the tongue, and “Akron, Ohio 330” area code expressed on the shoe’s Zoom Air bag.
The shoe is available globally in limited quantities today, November 4. A portion of the proceeds from the shoe’s sale will go toward The LeBron Family Foundation.