Nike Taps LeBron James for Its Latest NIKELAND Roblox Initiative

Featuring new basketball mini games and virtual launches of two LeBron 19 colorways.

Tech
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Technology continues to shape the way we live each and every single day and one component of this realm that continues to drive conversation is the metaverse. In an effort to stay relevant to this part of the culture, sportswear brands have wasted no time to participate, one being Nike which announced its all-new NIKELAND 3D space on Roblox last Fall. To further build upon this initiative, the Swoosh has tapped Los Angeles Lakers superstar LeBron James to visit NIKELAND and contribute to its basketball-focused features.

Designed to encourage users to get active in their own physical worlds, this latest strategy will see The King coach players and teach them the fundamentals of hoops through a series of new mini games. In addition to this, the NIKELAND Showroom will also be the first platform to launch a duo of virtual styles of his signature Nike LeBron 19. First on the list is the LeBron 19 “Chosen 1” which is fashioned with tear-away uppers that conceal a mural of special graphics pertaining to the four-time champion’s journey from Akron, Ohio to LA. The second iteration is the “Bron Bites” colorway which is accessorized with all of James’ favorite snacks that fuel his All-Star caliber game.

LeBron James and the new basketball mini games are available to play via NIKELAND on Roblox until February 21. The Nike LeBron 19 “The Chosen 1” will exclusively launch in North America via Nike SNKRS and at select retailers while the “Bron Bites” makeup will drop globally this summer via Nike SNKRS and at select retailers.

In other news, a Berlin-inspired Nike Air Force 1 Mid has been unveiled.

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