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Nike launched the fifteenth shoe in partnership with LeBron James at the start of the NBA season. They wanted to create a pop-up that would celebrate the new shoe, and the rich history of both Nike Basketball and LeBron’s previous player edition shoes.
The first visitors to the site enjoyed the unique opportunity to be the first to purchase "the 15" in its three colorways: "Ghost", "Ashes" and “Pride Ohio”. Over the course of the 3-day event, the abundance of content created and shared by fansmade it Nike's #1 instagrammed moment to date.
The pop-up was featured in leading online industry magazines, including Highsnobiety, Sneakernews and Hiphopwired.
LeBron himself stopped by for an on-site interview with Road Trippin', a popular podcast with over 43,000 subscribers, and shared the pop-up on his channels with over 33 Million followers.