Nike LeBron XV
King James: one of Nike’s most recognizable and profitable athletes of all time. I collaborated closely with the product designer to tell the story for LeBron’s latest signature shoe.
This launch introduced a new socklike fit and Flyknit technology, an engineered fabric of strong yet lightweight yarn often sourced from recycled plastic bottles. With data from 40+ years of foot and fit research, Flyknit combines knit patterns with a tighter weave for more support alongside areas that are more flexible and breathable.
I led brand strategy, wrote product content, conducted the interview with a film crew, and edited the video script.
Behind the Design: Nike LeBron XV
Nike designer Jason Petrie has been working with LeBron James for more than a decade. The two have a near telepathic bond. When it came time to conceptualize LeBron's fifteenth shoe, they wanted the vibe to be aggressive, stylish, and modern, yet classic. They agreed on where to play it safe and where to push the boundaries. Here, Petrie discusses the nuances of the LeBron XV design.
This content was published on Nike.net and Nike.com.
For the Unbreakable
Brand-new BattleKnit—a type of Flyknit material designed specifically for LeBron—delivers stretchy support, ultra-lightweight flexibility, and a locked-in feel. A full inner sleeve offers a secure, socklike fit. And a high-stretch collar provides flexible support around your ankle. This is the first time both Nike Zoom Air and Max Air have been used in a basketball shoe. The combination helps soften hard landings and enable quick moves for powerful players.