Collaborating with and designing for Lebron James for over six seasons, means that the product needed to represent not only LeBron’s vision, but also those of the loyal fans and consumers who buy his apparel. LeBron has a very distinct style and confidence in the way that he plays basketball and in the way he dresses. The design approach for all of his collections was to fuse performance basketball with high end style.
Close collaboration was always made with his footwear design team, so that the head to toe look is complete and cohesive.
Every product was made to move the way he does, and represent the cultural apsects that influence him every season - whether it is his favorite, car, movie or superhero.