AS part of the campaign to promote LeBron James' current NBA2K14 game cover, Nike Basketball created a limited edition 2K14 version of the Miami Heat superstar's signature shoe that gamers were able to unlock and redeem.
As part of a new integration between footwear innovation and next-generation gaming, gamers were able to redeem 2,014 pairs of the limited edition kicks as they competed in the game, making the Lebron 11 the first-ever physical basketball shoe earned through game play.
In order to unlock the shoe, NBA2K14 gamers had to reach several milestones during their in-game journey that included winning 60 games and creating a signature shoe in the Nike Innovation Kitchen within the game. Reaching the milestones took approximately 80 hours.
Driven by performance innovation and inspired by a lion, the Lebron 11 2K14 features a jungle cat print throughout with a deep red upper symbolizing the heart of a lion. The Lebron 11 is the lightest and lowest LeBron signature shoe ever, weighing approximately 14.5 ounces in a men’s size 9.
Select winners of MyPlayer mode received communication from Nike on shipping details in order for them to receive the surprise shoe in the coming weeks.