Why LeBron James Is So Important to Nike

LeBron James is undoubtedly the best player in the NBA today. But his on-court performance doesn’t just make him the most valuable asset to the Cleveland Cavaliers, it also makes him the face of Nike. “LeBron should be the NBA MVP every year. His individual numbers and his team’s performance back that up,” Chase Ceparano, co-owner of Huntington, N.Y.-based boutique retailer Rise, told Footwear News. “The No. 1 sportswear brand in the world needs to have equity in the number-one athlete in the game.” LeBron James on the bench in the Nike LeBron 14 before a February game. To date, Nike has delivered 14 signature shoes for James, as well as 10 silhouettes in the wildly popular Zoom LeBron Soldier franchise. The athletic giant has also used the basketball star in its marketing campaigns, most recently with its powerful “Equality” film, which debuted during last week’s Grammy Awards. But his abilities on the court alone don’t make him Nike’s most valuable athlete asset. “He has a tremendous personality, he’s thoughtful in his answers, he’s well-prepared for questions, and he works hard and plays well,” said Matt Powell, VP and sports industry analyst with The NPD Group. “It’s the combination of all those things that makes

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