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.”
Aug 21, 2014, 6:12 PM EDT
Gone are the days when Shaq would have used this as an opportunity to take a shot at Kobe.
Aug 21, 2014, 5:02 PM EDT
Why give up assets now, when either player could be signed outright as an unrestricted free agent next summer?
Aug 21, 2014, 3:59 PM EDT
Stephen Curry: “We’re still taking applications.”
Aug 21, 2014, 3:04 PM EDT
He denied this yesterday.
Aug 21, 2014, 1:59 PM EDT
Video of Durant telling this humorous story.
Aug 21, 2014, 1:08 PM EDT
Silver says it’s ultimately the individual athlete’s personal choice.
Aug 21, 2014, 12:10 PM EDT
Being Jeremy Lin’s parent must be an interesting experience. What do you say to him to correct him.
Aug 21, 2014, 11:30 AM EDT
It’s a great move, one Irving pulls off almost ever game.
Aug 21, 2014, 10:45 AM EDT
Patience is the right play here. And patience is never popular with any fan base.
Aug 21, 2014, 10:15 AM EDT
Coming back off foot surgery, this is a good thing.
Aug 21, 2014, 9:45 AM EDT
Blatt can coach, but if it takes a season for the Cavaliers to find their identity (as it did with LeBron in Miami) will he get the chance to stick around for it?
Aug 21, 2014, 9:16 AM EDT
If you’re now rebuilding in Minnesota, why trade Bennett?
Aug 21, 2014, 8:44 AM EDT
Drummond is still a likely cut,
Aug 21, 2014, 8:00 AM EDT
It’s all business for KD with Roc Nation getting in the act.
Aug 21, 2014, 1:33 AM EDT
He also was a scoring machine at the showcase in Las Vegas.
Aug 20, 2014, 11:15 PM EDT
16 players will practice and be available for Friday’s game against Puerto Rico, but the roster needs to be trimmed to 12 in advance of the FIBA World Cup.
Aug 20, 2014, 8:44 PM EDT
Rose hasn’t practiced since playing 24 minutes in Saturday’s win over Brazil.
Aug 20, 2014, 7:15 PM EDT
Stephen Curry says yes, Kevin Durant says no.
Aug 20, 2014, 6:19 PM EDT
Nedovic had hoped to play for Serbia, but couldn’t get medical clearance.
- Adam Silver: NBA stars playing in international competition face ‘a big risk’ 10
- Derrick Rose says he’ll play Friday vs. Puerto Rico 9
- Report: Don’t be so sure on Anthony Bennett to Philadelphia rumors 39
- Report: Nike gets chance to match 10-year, $265 million offer to Kevin Durant from Under Armour 17
- Should NBA coaches get NFL style challenge flags? 18
- Report: Suns discussing trade possibilities for Eric Bledsoe 33
- Report: Sixers may look to trade for Amar’e Stoudemire at this season’s deadline 32
- Kevin Durant reiterates that rest was his reason for withdrawing from Team USA 10