Nike Is Bypassing the Shoe Store

SANFRANCISCO — remaining summer time, quickly after claiming his third N.B.A. Identify, LeBron James said he was nonetheless chasing Michael Jordan and his six championship earrings. However James is likewise chasing Jordan inside the world of signature shoe sales — a realm nevertheless dominated by way of the Air Jordan line 13 years after its founder retired.

So Nike and James try something new with their latest release, the LeBron 14, to build more buzz. Instead of a general rollout on Nike’s internet site or at shops, a small batch of the footwear goes immediately to a secondary marketplace before a much broader launch — the sneaker world’s equal of an initial public supplying of a stock.

Nike released 23 pairs of the LeBron 14, at the side of 23 pairs of his signature shoe from his rookie season, on Friday nighttime to the best bidders on StockX, a web sneaker resale marketplace in which shoe prices rise and fall like proportion costs.

The restrained launch of the 46 pairs — called Cavs court docket SPO — come with special functions including a hardwood field made from the Cleveland Cavaliers home court docket from last year’s championship season and a model of the championship rings that the group gave to its employees

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