Read how LeBron James is promoting athletics and academics with a single pair of sneakers.
With the start of the NBA season upon us, our TVs and social feeds will soon be full of the one and only Lebron James. And while he busies himself with workouts and press conferences, his team behind the scenes is also working hard. While fans wait for the next sneaker installment – LeBron 14s – Nike released one last version of the LeBron 13s. Originally called “Akron Graffiti” after the all-star’s hometown, it is has been renamed to LeBron James Family Foundation. The shoe is covered in graffiti-like graphics with mismatched color, connecting the visual to James’ foundation branding. The show is playful and clearly inspired by the young people the foundation serves in Akron, Ohio. Lastly, the inside features the LeBron James Family Foundation logo. Presumably, proceeds from the shoes will benefit the foundation, which supports academic programs for thousands of youth annually. Even if sales do not directly support the foundation, the show is a fun, innovative way to promote the organization’s work.
The sneaker debut comes just days after the LJFF announced yet another educational program for its constituents. The I Promise Institute at the University of Akron will be an on-campus resource for students who have earned a scholarship to the university through James’ foundation. The institute will provide support for James’ scholarship students and parents as they navigate the challenges of college life. In another smart move, the foundation leveraged LeBron’s relationship with Sprite to partially fund the new center.
The Lebron James Foundation has established itself as one of the most effective player foundations in existence and continues to exemplify best practices in growth and sustainability. The I Promise Institute is yet another example of LJFF’s strategic, well-researched programming that makes it best in class.
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