Since its birth, basketball has dramatically evolved: rules, superstar personalities, team dynasties and international expansion. In just thirteen years since its debut, NIKEiD has transformed the performance and style of the sport, allowing teams and athletes a world of shoe customization options previously unavailable.
2013 marks a special year for NIKEiD’s evolution in basketball with the new NIKEiD Player Exclusive Program. Nike has selected a roster of professional players that will debut NIKEiD shoes that highlight special moments during their season, with each shoe telling a story.
The NIKEiD Player Edition roster includes: Kobe Bryant, Kevin Durant, Paul George, James Harden, Jarrett Jack, LeBron James, Ty Lawson, Chris Paul, JR Smith, Deron Williams and Nick Young.
These athletes work with the NIKEiD team to identify key moments throughout the season that are the most meaningful, then work with the design team to create a shoe to capture that specific moment.
Each design is developed with NIKEiD Design Director Al Baik, who regularly receives insight from each athlete. Baik uses the NIKEiD builder to create a shoe that represents the player’s game, team and moment. In some cases, he even receives insight from the athlete’s family members or fans. Inspiration for upcoming designs includes team legacies, birthdays, homecomings and rivalry games.
Each and every NIKEiD Player Edition shoe design has a unique story hidden beneath the surface. Nike.com has created an online destination to reveal these distinct stories with the launch of the NIKEiD Player Edition online hub.
This NIKEiD Player Edition online resource will be updated at tip-off of every game that NIKEiD Player Editions are debuting – so fans can learn about the inspiration behind the shoe as soon as they see it on court.
The Player Edition Program is inspiration for every athlete around the world to design their own shoe, representing their own personal story and shining moment.
Check out the NIKEiD Player Edition online home and follow @NIKEiD for updated information on the latest shoes that show up on court and the unique story behind each design.
"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.