02-06-2011

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LeBron James Announces “Unknwn” Retail Store Opening In Miami »

LeBron James is launching a new retail store named “Unknwn” in Miami for Fall 2011 and we’ve got all the details you need to know here. While today’s announcement seems sudden, plans for Unknwn have been in development with LeBron over the past couple years. Unknwn was originally set to be break ground in Akron, OH as a new lifestyle concept boutique. The name of the store was influenced by how “unknown” the city of Akron is. When last year’s “The Decision” happened and LeBron took his talents to South Beach, the name of the store stayed intact as moving to Miami still represented an unknown for LeBron and the Unknwn team.

Unknwn will be located inside Aventura Mall in Aventura, Florida. The lifestyle-positioned shop will stock books, art, fashion brands, footwear, and even become part art gallery at times. Nike’s entire LeBron shoe and apparel lineup is expected to help fill out the space, along with brands such as B.B.C. (Billionaire Boys Club), OriginalFake, A.P.C., Nike Tier 0, Nike Sportwear, and a bevy of Japanese fashion brands among the initial offerings. Exclusive Nike footwear/apparel styles and Unknwn brand collaborations will also make up a significant portion of the business, and the store is looking to become a central retail hub for unique Swoosh LeBron offerings. LeBron and the rest of the Unknwn group is aiming for a November 2011 retail door launch, but look for the Unknwn brand to get running much sooner than that. If LeBron and the Miami Heat win a championship this year, look for Unknwn to bring out some well-timed merchandise and special collaboration pieces which they’ll sell directly online at Unknwn.com. Detailed info via counterkicks.com.