Last month Nike announced that the NBA’s Most Valuable Player LeBron James was embarking on a World Tour that would incorporate his first visit to London. On September 4, James will arrive in the nation’s capital and undertake two intense days of activity throughout the city focusing on empowering youth, promoting grassroots basketball activity, and showcasing sports innovation through the introduction of the new Nike Air Max LeBron VII. On the morning of September 4, James will be at the opening of the new ‘House of Hoops’ retail space at Footlocker Bond Street. From there he will speed across town to judge at the Bootcamp of the annual Nike Midnight Madness tournament, ending the search for the UK’s most talented young male and female “ballers”. James will then shoot back up to the West End to introduce the latest installment of his signature performance shoe, the Nike Air Max LeBron VII, at Niketown London in front of an audience of fans. He will also be presented with an exclusive pair of Nike Air Max LeBron VIIs featuring a London-inspired design created by up-and-coming artist Billie Jean.
On Saturday, James will move on to the Lilian Baylis Community Hub in Kennington to highlight the progress of the new youth and community focused basketball court being created in conjunction with NIKE and the NBA at the former school’s site. That evening James will be present at the UK premiere of More Than a Game, answering questions alongside the documentary’s Director Kris Belman. LeBron’s World Tour is operating in conjunction with the promotional tour for the Lionsgate film, More Than a Game, which traces James’ journey through adolescence both on and off the court with his team-mates from Saint Vincent-St. Mary High School in Akron, Ohio. Lionsgate is expecting to release the film in Spring 2010. “When we announced this tour, London was the spot that really jumped out at me. I’ve never been to visit and this is a great excuse to check out one of the world’s greatest cities. Visiting London to launch the Air Max LeBron VII and talk about a movie that follows me and my friends’ lives growing up together is something you never think could happen to you. Hopefully, More Than a Game will enable kids all around the world 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.” Fore more details and to enquire about media accreditations for the various elements of the tour please contact Nike UK: Simon.Wainwright@nike.com +44 (0) 771 472 5125 Leo.Sandino.Taylor@nike.com +44 (0) 791 992 7502