Matt Varga LeBron James is going on his seventh year out West, but his unparalleled dominance in the other conference looms large even in his new home. Nike just officially unveiled the LeBron 22, with a marketing push heavily revolving around the concept of “pressure.” In typical Beaverton fashion, the centerpiece of their marketing hit on the motif in extremely clever fashion.
In the winking promo short, Nike flips the “hydraulic press” content category, stamping a relief of the LeBron 22 on the heavy machinery as it crushes through allusions to LeBron’s storied career. A game clock explodes into a rain of glass for his clutch performances, plastic versions of the Raptors and Celtics mascots are (literally) trampled underfoot, the record books get compressed, and “Father Time,” in the shape of an hourglass, falls victim once and for all.
While the press aspect caught our attention first, the reveal of a new LeBron signature is the headline at the end of the day. Nike officially pulls back the curtain on some of the tech aspects we covered in our first look at this “Crown Jewel” outfit; full-length Cushlon 2.0 foam and two doses of Zoom in the heel and forefoot promote explosive gameplay. While in their press, Nike doesn’t spell out the inspiration behind this debut palette, the neon green and bright red notes combine for a high-alert aesthetic, perfect for a shoe tailored towards putting the league and your local runs on notice.
The Nike LeBron 22 “Crown Jewel” releases on November 1st in adult & and GS sizing, the former retailing at $180. Scroll ahead to catch official press images of the shoe, and keep our “Where To Buy” section handy to grab your pair.
WHERE TO BUY
Nike LeBron 22 "Crown Jewel"
US 11/01/2024 Friday
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| Retailer | Release type | Status |
|---|---|---|
| Nikestore US | Standard | Check Site |
| DICK'S | Standard | Check Site |
