LEBRON 11 "What The LeBron" revealed
KD VI "What The KD" revealed
KD VI "What The KD" and LEBRON 11 "What the LeBron"
LEBRON 11 'What the LeBron'
KD VI 'What the KD'
This is no April Fool's Day joke. Nike Basketball builds on the "What The" legacy with two bold designs for LeBron James and Kevin Durant.
What originated seven years ago as a sociological sneaker experiment on the Nike SB Dunk Low has become a cultural phenomenon. “What The” are two simple words that speak volumes — a natural, intuitive reaction to something good, bad or ugly; but always open to interpretation.
The “What The #@*%” phrase invaded the sneaker sanctum and took on a new four-letter word with D-U-N-K. For the first time, Nike Basketball reveals plans to elevate the “What The” concept for signature shoes in 2014.
It’s part of Nike’s DNA to innovate and take risks. From day one, co-founders Phil Knight and Bill Bowerman encouraged all employees to push the limits on creativity and embrace irreverence.
Fast forward to 2007 when Nike Skateboarding footwear designer James Arizumi upped the ante on Knight’s provocative mandate with a Nike SB "What The Dunk." It was the brand’s first shoe featuring a mashup of iconic colorways. It was pop art with a purpose, tying a designer’s method to his madness.
"I wanted to create a shoe that combined all of the best Dunks that Nike SB has created over the years into one crazy shoe that had a 'What The ??’ factor," said Arizumi. "We like to say Respect the Past, Embrace the Future, and now looking back, the "What the Dunk" was a time capsule that did just that."
Reactions varied, with some entertained and others alarmed. The special edition was like a genetic mutation of the Dunk — a classic hoops shoe born on the hardwood in 1986 and revamped for skating. This makeover fueled a legion of worldwide loyalists from Japan to Geneva.
Nike Basketball’s design team was in full stride with the Nike Kobe VII in 2012. Living by Kobe Bryant’s mantra to always push creative limits, an idea was born. Graphics lead Erick Goto, inspired by Arizumi’s seven-year-old "What the Dunk" shoe, set out to take Nike Basketball to new places with the first "What the Kobe." Unveiled on the cover of Australia’s globally-revered Sneaker Freaker magazine, the "What the Kobe" sold out immediately.
Goto’s creation began a new trend tied to hoops. Nike Basketball has designed six “What The” models over the years, with four of them hitting stores.
“Our team takes prides in bringing athlete stories to life. Over the course of the year, we reach a point where we get to put a capstone on each model, and celebrate the shoes in a wild way,” said Goto.
Eleven years since its inception, LeBron James’s signature shoe fuses performance technology with inspiration. His remarkable career accomplishments – two–time world champ, four-time league MVP, two-time gold medalist – have paralleled the industry-defining Nike innovation in his signature shoes. For 2014, the LEBRON 11 "What the LeBron" remixes eight product design elements from past LeBron signature shoes, along with 20 different graphics and colors from previous editions. A cornucopia of inspiration, it features some of the most popular details rooted in innovation and storytelling, setting James’s shoes apart. You’ll see 28 different elements, from the tongue detailing of the LEBRON VII to the Akron map on the LEBRON V.
Kevin Durant’s ascension to one of the world’s top athletes comes as no surprise to Nike Basketball, who signed Durant in 2007. His relentless work ethic, humility and drive to be the best never waver. His journey inspired the KD VI shoe, originally launched with an event at Durant’s childhood rec center, the Seat Pleasant Activity Center, which he still views as his home away from home. The new KD VI "What The KD" melds 35 graphics and colors from all the past KD VI colorways. From the Maryland blue crab-inspired Swoosh, to the floral graphic of his late Aunt Pearl’s robe, this new shoe captures KD’s personal stories all in one.
Nike Basketball delivers game-changing innovation and inspiration to athletes worldwide and the 2014 “What The” versions of the LEBRON 11 and KD VI are living proof. Like artwork, the bold irreverence of each shoe illustrates that beauty is in the eye of the beholder and always open for interpretation.
The LEBRON 11 ‘What The LeBron’ is available globally on May 31 and the KD VI ‘What The KD’ is out June 7. Matching t-shirts are also available.
"Inside Access" is a series providing an inside look at Nike Basketball through the lens of events, innovation and athletes. Look for new features the first Tuesday of each month throughout the basketball season.
The story behind innovative eyewear made for blind American long and triple jumper, Lex Gillette.
The story behind innovative eyewear made for blind Americ...
The NikeFootballX Heritage Pack launches exclusively via the Nike Football App on August 28, and is available on nike.com from August 30.
The NikeFootballX Heritage Pack launches exclusively via ...
The Autumn 2016 Tech Pack collection reimagines classic Nike silhouettes by pairing Nike Tech Fleece with Nike Tech Knit. It is available August 25 via Tech Book and September 1 at nike.com and Nike Sportswear retailers.
The Autumn 2016 Tech Pack collection reimagines classic N...
The KOBE 11 Blackhorse launches globally on September 17.
The KOBE 11 Mambacurial launches globally on September 8.
The volt Nike Flyknit Racer returns with an updated take on the 2012...
In addition to best-in-class tracking for indoor and outdoor runs, the redesigned and updated Nike+ Run Club app provides the premier motivation-guidance-support system, helping athletes to run farther and faster than ever before.
In addition to best-in-class tracking for indoor and outd...
This summer, Nike developed the champion’s collection of tailor-made designs and innovations, based upon his insight, Nike designers’ observations and the decathlon’s unique demands.
This summer, Nike developed the champion’s collection of ...
Nike President & CEO, Nike, Inc. Mark Parker, Trevor Edwards, President, Nike Brand, and sporting icons, like American Carl Lewis, visit Encantado Olympic Village — just one of the community and sports centers revitalized by Nike's five-year partnership with the City of Rio.
Nike President & CEO, Nike, Inc. Mark Parker, Trevor Edwa...
The Nike Roshe Two Flyknit is available via the Nike Tech Book in all markets besides North America on August 25. It will be available in the SNRKS App, at global retailers and via the Nike Tech Book in North America on September 1.
The Nike Roshe Two Flyknit is available via the Nike Tech...
The first quadruple amputee to ascend Mount Kilimanjaro without the aid of prosthetics, Kyle Maynard takes a “No Excuses” mantra to new heights.
The first quadruple amputee to ascend Mount Kilimanjaro w...
Ahead of her fourth Paralympics, the world record-breaking T44 sprinter1 reflects upon the internal drive that propelled her to gold.
Ahead of her fourth Paralympics, the world record-breakin...
Nike celebrates world-class athletes — from Scout Bassett, Simone Biles, Elena Delle Donne, and Gabby Douglas to Allyson Felix, Dafne Schippers Shelly-Ann Fraser-Pryce, English Gardner, Alex Morgan and Serena Williams —who push their own limits to empower the next generation to embark on an unlimited journey.
Nike celebrates world-class athletes — from Scout Bassett...
The American track & field legend explains why the sprint relays is not about the runners; it's about the baton.
The American track & field legend explains why the sprint...