Apr 10, 2014, 8:00 AM EDT
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.”
Apr 25, 2015, 8:00 AM EDT
These feel like Stephen Curry’s playoffs.
Apr 25, 2015, 1:28 AM EDT
Leonard was fantastic at both ends of the court.
Apr 25, 2015, 12:18 AM EDT
The Wizards are moving on. That’s the Truth.
Apr 24, 2015, 10:30 PM EDT
Dwight Howard grabbed 26 rebounds, too.
Apr 24, 2015, 9:30 PM EDT
Portland, down 0-2 to Memphis, needs all the help it can get.
Apr 24, 2015, 8:30 PM EDT
NBA continues its technological push.
Apr 24, 2015, 7:30 PM EDT
Parker is going to finish his degree at Duke.
Apr 24, 2015, 6:45 PM EDT
The Warriors eventually won in overtime regardless.
Apr 24, 2015, 6:00 PM EDT
Looking past the first round to some of the more exciting later matchups to come.
Apr 24, 2015, 5:15 PM EDT
The long-running rift continues.
Apr 24, 2015, 4:30 PM EDT
He’s got to coach whoever they draft anyway, why not?
LeBron James on why Kevin Love gets criticized: ‘When you have a big three, they’ve got to find someone’
Apr 24, 2015, 3:47 PM EDT
With Heat, it was Chris Bosh
Apr 24, 2015, 3:11 PM EDT
Aron Baynes doubtful
Apr 24, 2015, 2:33 PM EDT
Spurs assistant coach achieved incredible success in Europe
Apr 24, 2015, 1:55 PM EDT
Which is ridiculous
Apr 24, 2015, 1:07 PM EDT
Despite the chess match going on, guys still have to just hit their looks.
Apr 24, 2015, 12:31 PM EDT
Brave to admit the mistake, but still not inspiring
Apr 24, 2015, 11:52 AM EDT
Johnson a borderline top-10 prospect
Apr 24, 2015, 11:15 AM EDT
And I’m not just talking about allowing Stephen Curry’s game-tying 3-pointer
Apr 24, 2015, 10:33 AM EDT
Is his scoring, size and athleticism worth the trouble? It won’t take long for an NBA team to say yes
- PBT Extra: Stephen Curry starting to have his defining playoff moments 0
- Behind 32 points from Kawhi Leonard, Spurs rout Clippers to take 2-1 series lead 8
- The Truth (and Marcin Gortat) will set Washington free, up 3-0 on Toronto after win 2
- James Harden scores 42 points to lead Rockets to Game 3 win, 3-0 series lead over Mavericks 15
- Why can’t the Pelicans foul in a timely manner? 7
- PBT Extra: No Rajon Rondo, no Chandler Parsons, Dallas is in trouble vs. Houston 6
- Stephen Curry drops 40, leads 20-point comeback as Warriors beat Pelicans in OT, take 3-0 series lead 10
- Stephen Curry hits ridiculous corner three to force OT (VIDEO) 18