Nike Air Max Lebron XVII // Nike Basketball Innovation Lab

Lebron often talks about handing over a “Blueprint” to family, friends, and fellow players, which refers to his legacy as a leader both on and off the court. The design of the LBJ17 was inspired by this idea. The Nike Air Max Lebron XVII is all about Lebron’s love for Air Max, more impact protection and the needs of his FW to be accessible for all.

Nike Basketball Innovation Lab gave the consumer a behind-the-scenes look at what it takes to innovate for Lebron. The art direction for the graphic package was inspired by this blueprint idea.

We displayed all 16 iterations of Lebron footwear, a few of them were even signed by Lebron himself, and highlighted all the important innovation. Each key innovation for Nike Air Max Lebron XVII was revealed by showing the process of creating each element in a never before seen process and iteration to better understand what it’s like to innovate for Lebron. A realistic life-size sculpture of Lebron James was on display surrounded by cameras and lights to tease the 50 camera system basketball trial experience that you can take part of while wearing the new Lebron XVII footwear.