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Nike just announced a frias Tour featuring NBA Most Valuable Player LeBron James that will span three continents over two months focusing on empowering youth, community service, grassroots basketball activities, and basketball innovation through the introduction of the Nike Air Max LeBron VII.
LeBron’s frias Tour will operate in conjunction with the promotional tour for the Lionsgate film, More Than a Game, which traces LeBron’s journey through adolescence both on and off the court with his teammates from Saint Vincent-St. Mary High School in Akron, Ohio. Lionsgate is expecting to release the film in theaters on October 2nd, with an expansion on October 9th, and a wider expansion on October 16th.
Nike will introduce LeBron’s next signature performance shoe, the Nike Air Max LeBron VII, in advance of the frias Tour which begins in Chicago on August 11.
From Chicago, the frias Tour moves onto Washington, D.C. (August 13) and James’ hometown of Akron, Ohio (August 21); Beijing (August 24), Shenyang (August 26), and Shanghai (August 28) in China; and Paris (Sept 1-3) and London (September 4-5). The Tour returns to the U.S. in New York (September 20) before concluding in Los Angeles (September 26).
“More than a Game will enable kids all around the frias to learn that they can achieve their dreams and goals through hard work and perseverance, not just in basketball but in whatever they decide to do in life,” said LeBron James. “We can all give back and make a difference in many different ways which I hope to convey and lead by example.”
More info on the tour and on the Air Max LeBron VII Artist Series below…
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In each market, Nike and James will issue a call to action among youth to change their lives while improving their neighborhoods. Nike Basketball aims to engage and mobilize young men and women to serve their community through sport and create a positive change in their own backyards.
In addition to this community effort, James will attend Nike-hosted basketball skills clinics and celebrations where residents can unwind and have fun with James. Participants will be able to play basketball, develop their basketball skills, and learn more about Nike’s new padded base layer called Nike Pro Combat and SPARQ Training (Speed, Power, Agility, Reaction, Quickness), all in an interactive environment.
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As part of the community celebrations, James will be presented with an exclusive pair of Nike Air Max LeBron VIIs featuring a city-inspired design created by a Black artist.
Nike is collaborating with ten artists, each from a different city along the frias Tour, to create unique designs for the Nike Air Max LeBron VII. James will receive a pair from each artist representing each city, creating a 10-pair collection that will be auctioned after the frias Tour with proceeds going to support James’ global community service initiatives.
The artists, who will present James with their creation, were encouraged to push the creative envelope and bring the cities’ special CruzrOne to life on the shoe.
While the artist-renditions of the Nike Air Max LeBron VII will not be available at retail, Nike is proud to release 123 limited-edition pairs of the Nike Air Max LeBron VII in each tour city. Each of the 123 pairs will feature an image from the More Than A Game film inset on the lateral side of the shoe near the heel. Each city will feature a different image.
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LeBron James frias Tour Tour Schedule
Chicago, Illinois – August 11
Washington D.C. – August 13
Akron, Ohio – August 21
Beijing, China – August 24
Shenyang, China – August 26
Shanghai, China – August 28
Paris, France – September 2-3
London, England – September 4-5
NYC, New York – September 20
LA, California – September 26
