Skip to content

The Extra Pass: Nike Elite series meets the performance demands of Kevin Durant and LeBron James

Apr 10, 2014, 8:00 AM EDT

Miami Heat v Los Angeles Lakers Miami Heat v Los Angeles Lakers

NEW YORK – The folks at Nike Basketball have once again rolled out Elite versions of the signature shoes for LeBron James, Kevin Durant and Kobe Bryant, just as they’ve done in advance of every postseason since 2012.

But the team faced perhaps its greatest challenge this season.

Bryant’s shoes didn’t need any modifications, considering the high-top, Kobe 9 Elite was already in its final stage the moment it was released. James and Durant, however, each had specific requests in terms of the improvements they wanted to see made to their shoes before the playoffs began.

Getting LeBron back into his more high-profile model wasn’t necessarily a priority for the Nike design team, but providing a performance improvement that James would feel comfortable with was definitely the goal that was in place.

The LeBron 11 was a huge success in terms of overall design and fan interest, but James himself caused a mild commotion when he ditched them early on in favor of one of his other models, the Zoom Soldier VII. Charles Williams, Senior Product Director for Nike Basketball, explained exactly what the issues were that James was experiencing.

“Early on, it was less about the components of the shoe, and more about fit,” Williams told NBCSports.com. “We went to a double-lasting proposition on the 11 that was a little bit different, so it was just more about forefoot fit, and making sure that when he cut, he wasn’t bumping up against anything, that he had enough volume.”

The fact that this was the first time one of LeBron’s shoes had an insert in it may have messed with the overall feel when taking his orthotic into account, which is essentially an additional layer of medical protection.

“When you’ve got an athlete that’s putting an orthotic in the shoe, it changes everything,” Williams said. “It changes the actual internal shape, it changes the actual internal volume and things of that nature. Players like KD and Kobe, they come right out of the box. But LeBron puts an orthotic in there, so that started to change things a little bit, especially because we had a drop-in. We’ve never had a drop-in (insert) before (on a LeBron signature shoe). So when you have a drop-in, something that kind of comes in and out — not unlike his orthotic — I think for him, mentally it was just a little difficult to get around.”

Along with the fit of the orthotic, James wasn’t feeling the level of lockdown in the 11s that he requires, and when he made cuts, he felt his foot sliding around in the shoe — another area which was unacceptable for the style that he plays.

All of that has been addressed with the LeBron 11 Elite, and the early results have been positive, if LeBron’s on-court decision to wear the model multiple times earlier than usual are to be believed.

“That’s why you’ve seen him wear the Elite model probably four or five times, and he’s never done that during the years that we’ve had the Elite project,” Williams said. “He typically starts April 17 when the playoffs start.”

The Nike design team went to Kevlar to increase the lockdown, which reduced the stretch in the material from 30 percent down to about two percent. LeBron laces up his shoes as tightly as possible on the bench before tip-off, to the point where he’s been known to break shoelaces. The lockdown aspect has been the most consistently important feature to him over the years, and it seems as though the team was able to address those concerns with the adjustment in the Elite materials.

A slightly lower cut to the Elite model (LeBron prefers a mid- as opposed to a high-top), along with added support on the outside that the design team refers to as a “roll bar” all helped to keep him from moving around inside the shoe, while providing the ultimate support for when he cuts. That extra support on the outside was by far the Elite version’s biggest overall enhancement.

“We knew that once we put that “roll bar” on it he was going to be able to have that confidence that when he cuts, he was on the foot bag,” Williams said. “And that way, we would be able to give him more of a free range of motion.”

A lot seemingly went into LeBron’s concerns. With Durant, it was a little less complicated.

His biggest request was to increase the cushioning on his shoe to the maximum level possible, while keeping a low-to-the-floor profile that is a perfect match for the complexities of his game.

“One of the big things for KD is really about impact protection,” Williams said. “As his game has evolved and as he’s really catapulted himself to be the best player in the world on any given night, we wanted to make sure that we were providing him with those things that he’s always asked us for. And one of them was this notion of cushioning, to make sure that the underfoot cushioning was something that night in and night out, he got consistently. And on a lot of the previous models he did what we would call a hybrid cushioning, where we had a max bag in the heel which gives you that protection when you’re coming down six, eight times your body weight. And then we would put zoom air in the forefoot, (which) literally gives you that instant response, that instantaneous gratification. So with KD, we said we’re going to go to a bag that will provide him with consistency across the board. It was ultimately what he’s been asking us for — maybe not specifically for the bag, but for that level of performance.”

The players, obviously, have little to do with the execution. They simply know what they want, and it’s up to the design team to figure out how to make that happen.

“KD wanted that cushioning, but he also wanted to feel very low to the ground based on the game that he plays,” Williams said. “So we made the bag lower by removing a lot of the foam that we would typically have in between the bag and the shoe.”

The Elite series has traditionally featured mostly black and white models, but this year’s class has all kinds of colors added to the project. There are three sets of colorways currently in the works, with the Gold series being the one that most resembles the past projects, but just barely.

Still, the team is driven by the performance aspect of the shoes above all else, and that’s the message that they ultimately want to get across.

“As much as we want to be provocative, we just want consumers to know that there’s a performance benefit rooted in that,” Williams said. “If I could just have consumers not view these as aesthetic propositions, if they could truly understand the competitive advantage that we’re looking to give them every time we create one of these shoes, that would be my dream.”

“This is about making sure that the best players in the world go into battle for the most esteemed goal that they’re trying to reach,” Williams said. “We give them products that really measure up to that.”


Nike Basketball Elite 2014Video Maker
Latest Posts
  1. NBA Live 15 releases first game trailer (VIDEO)

    Sep 2, 2014, 11:30 PM EDT

    NBA Live 15

    NBA Live 15 hits the stores Oct. 7.

  2. Miroslav Raduljica, after being waived by Clippers, not ready to return to Europe

    Sep 2, 2014, 10:30 PM EDT

    Miroslav Raduljica Miroslav Raduljica

    Raduljica deserves another NBA contract following adequate rookie year

  3. Petteri Koponen, seven years after getting drafted in first round, still planning jump to NBA

    Sep 2, 2014, 9:30 PM EDT

    BASKET-EURO-2013-FIN-SLO BASKET-EURO-2013-FIN-SLO

    Mavericks hold draft rights to Finnish point guard who’s under contract with Russian team

  4. Team USA responds to New Zealand’s haka with blank stares (video)

    Sep 2, 2014, 8:30 PM EDT

    Kenneth Faried, Tai Webster, Rob Loe Kenneth Faried, Tai Webster, Rob Loe

    Derrick Rose, James Harden and Kenneth Faried appeared stunned by traditional pregame dance

  5. Warriors sign James Michael McAdoo, Mitchell Watt

    Sep 2, 2014, 7:30 PM EDT

    North Carolina v Duke Getty Images

    Golden State also announces signing of Aaron Craft, who previously reached deal

  6. Report: Washington Wizards contact Ray Allen, too

    Sep 2, 2014, 6:36 PM EDT

    Miami Heat's Allen celebrates a three point shot against the Indiana Pacers during Game 7 of their NBA Eastern Conference final basketball playoff in Miami Reuters

    Can’t blame a team for trying, I guess.

  7. Manny Pacquiao works out at Warriors facility

    Sep 2, 2014, 4:59 PM EDT

    Pacquio

    I think the Warriors are pretty set at the guard spot, but he would had some toughness.

  8. Anthony Davis was throwing it down on New Zealand (VIDEO)

    Sep 2, 2014, 4:13 PM EDT

    Anthony Davis, Casey Frank AP

    When big men run the floor hard, good things happen.

  9. USA sails past New Zealand for easy 98-71 win behind Anthony Davis, Kenneth Faried

    Sep 2, 2014, 2:01 PM EDT

    Anthony Davis Anthony Davis

    Team USA was supposed to be a perimeter-based team, but through three games the bigs are stealing the show.

  10. Stephen Curry will not stand for ‘slander’ of his Under Armour shoes

    Sep 2, 2014, 12:39 PM EDT

    Los Angeles Clippers v Golden State Warriors Getty Images

    Curry fired back on Twitter to someone who made a joke at the expense of his shoes.

  11. Derrick Rose ‘fine’ with coming off the bench for Team USA

    Sep 2, 2014, 11:18 AM EDT

    Team USA Showcase Getty Images

    Rose was originally penciled in as the starter, but Kyrie Irving has been more deserving thus far.

  12. Pau Gasol shreds Brazil at FIBA World Cup (VIDEO)

    Sep 2, 2014, 10:37 AM EDT

    pau gasol spain olympics Getty Images

    This should make Bulls fans extremely happy.

  13. Anderson Varejao, entering contract year, says he wants to remain with Cavaliers

    Sep 2, 2014, 9:59 AM EDT

    Anderson Varejao AP

    Cleveland, now with championship aspirations, may not feel the same way.

  14. Timofey Mozgov not pushing to leave Nuggets in trade to Cavaliers

    Sep 2, 2014, 9:22 AM EDT

    Timofey Mozgov, Anderson Varejao Timofey Mozgov, Anderson Varejao

    Mozgov could play with LeBron James, for David Blatt (his Russian national team coach)

Featured video

Will LeBron get booed Christmas Day in Miami?
Top 10 NBA Player Searches
  1. D. Rose (3238)
  2. R. Rondo (2405)
  3. K. Bryant (2264)
  4. T. Mozgov (2193)
  5. R. Allen (2175)
  1. J. Embiid (2090)
  2. A. Davis (2054)
  3. L. James (2017)
  4. L. Barbosa (1941)
  5. D. Exum (1798)