LeBron IV (the shoe) and LeBron James (the man)

Content Strategy . Content Development . Physical Environment . Exhibition . Retail

A 5,500 square foot pop-up experience, opened in Manhattan for the launch of the limited edition Nike Zoom LeBron IV NYC shoe. The installation told the story of LeBron James’ rise to fame through themes relating to the formative periods of his life.

The entrance transitioned the visitor from the outside world into Lebron’s with the sounds of sneakers and basketballs on a gym floor, opening into a narrative space filled with clear acrylic cylinders suspended from the ceiling, encasing personal objects including his first toy basketball hoop, his favorite cereal (Fruity Pebbles) piled to his 6’8” height, old uniforms and Nike’s previous LeBron James edition shoes. The story was described and punctuated by a timeline printed on the floor that traversed the length of the space. Cylindrical lights with larger than life-size images of LeBron in action and videos of his greatest moments filled the second half of the space.


  • Agency: Object, New York
  • Architect: Eight Inc., New York
  • Creative Directors, Designers: Weston Bingham, Warren Corbitt
  • Content Strategists: Eight Inc, Weston Bingham, Warren Corbitt